Hardison to Elevate Farmer Boys Brand Differentiation
Riverside, CA (RestaurantNews.com) Farmer Boys®, the fast-casual restaurant chain with more than 100 locations across California, Nevada, and Arizona, has appointed seasoned restaurant marketing executive Mark Hardison as its new Chief Marketing Officer. In this role, Hardison will lead the next phase of Farmer Boys’ brand growth by elevating the company’s market positioning and deepening guest engagement through data-driven marketing strategies that increase visit frequency and long-term customer value.
Hardison brings over 25 years of experience to Farmer Boys, previously leading marketing strategy, CRM, and digital growth for nationally recognized restaurant brands. Most recently, he served as Chief Marketing Officer at California Fish Grill, where he used data-driven marketing and lifecycle programs to increase visit frequency and check averages. Previously, Hardison spent more than 20 years at El Pollo Loco in progressive leadership roles, including Senior Vice President of Marketing. During his tenure, the brand achieved more than 25% comparable sales growth over eight years, introduced over 100 new menu items and limited-time offerings, and expanded its loyalty program to more than 2 million members – experience he will now bring to Farmer Boys’ next phase of growth.
“As a guest of Farmer Boys long before joining the brand, what has always stood out to me is the care behind both the food and the experience,” said Hardison. “We’re hand-prepping whole produce in our kitchens every day, a level of craftsmanship that’s increasingly rare in our industry. That commitment to fresh preparation is a real differentiator, and we have an opportunity to tell that story more clearly and confidently. Equally important is our hospitality. When guests walk into Farmer Boys, they’re greeted by people, not kiosks. Their food is brought to the table, their coffee is refilled, and there’s a genuine sense of warmth that feels elevated for fast casual. As CMO, my focus is on bringing that same authenticity and human connection into our marketing while strengthening the brand’s differentiation and helping more guests discover what makes Farmer Boys special.”
“Mark brings a powerful combination of brand strategy expertise and data-driven marketing leadership, along with deep restaurant industry experience,” said Joseph Ortiz, President and COO of Farmer Boys. “His track record of strengthening brand positioning, building loyalty platforms that deepen guest engagement, and delivering sustained sales performance positions us well as we enter the next phase of Farmer Boys’ growth.”
To learn more about Farmer Boys, view their menu of farm-fresh fare, or find the restaurant nearest you, visit FarmerBoys.com and follow the brand at @FarmerBoysFood on Instagram and Facebook, and @FarmerBoys on Twitter. Farmer Boys fans are also encouraged to download the Very Important Farmer (VIF) app for personalized offers, birthday rewards, early alerts about new menu launches, and local event information.
About Farmer Boys®
For 45 years, Farmer Boys® has established a reputation as the leading farm-to-table fast casual restaurant chain serving award-winning burgers and all-day breakfast, stacked sandwiches, hand-chopped salads, and signature hand-breaded zucchini sticks and colossal onion rings
. Fresh produce is delivered to each restaurant every morning and prepared in the kitchens throughout the day to ensure quality and flavor in every meal. Farmer Boys is annually recognized with ‘Best Of’ food awards, voted by consumers who value generous portions of farm fresh food at a fair price. The burger concept has also been recognized by notable industry publications, including being named #10 in 2025’s Fast Casual Top 100 Movers & Shakers awards.
Farmer Boys currently operates more than 100 restaurants across California, Nevada, and Arizona. The brand continues to expand throughout the Southwest through both company and franchise development. Franchise opportunities are available for qualified candidates interested in developing Farmer Boys restaurants in select markets. Additional information about franchising can be found at FarmerBoys.com/franchising/.
Media Contact:
Alexis Tella
Ajenda Public Relations
[email protected]
417-834-2266
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