Sonny’s BBQ, a beloved staple in the world of slow-smoked Southern barbecue, is lighting a fire under its franchise growth strategy in 2025 by bringing on heavyweight talent to its executive team. With the addition of seasoned professionals spanning finance, operational excellence, franchise development, and training, Sonny’s BBQ is positioning itself to lead the next wave of expansion in the competitive fast-casual dining market.
In this in-depth analysis, we’ll break down the recent leadership hires, delve into the strategic implications for franchisees and the greater foodservice industry, and provide actionable insights for operators watching Sonny’s next move.
A New Leadership Era at Sonny’s BBQ
Major Executive Hires Pave the Way for Ambitious Growth
On August 8, 2025, Sonny’s BBQ made headlines by announcing a trio of high-impact leadership appointments: Matt Zeiger as Chief Financial & Development Officer, Debbie Pirone as Director of Training & Operations Support, and Eric High as Director of Franchise Relations. These moves signal the brand’s intent to double down on smart growth, operational consistency, and franchisee success.
Matt Zeiger – Chief Financial & Development Officer
Bringing over 25 years of executive experience, Matt Zeiger joins Sonny’s BBQ to oversee both finance and development, uniting the two domains crucial for scaling a franchise organization.
Industry Chops: Zeiger’s previous leadership roles—with global powerhouse Yum! Brands and as CEO/CFO of Quality Restaurant Group (a 340-unit, multi-brand organization)—underline his expertise in managing profitability, driving systemwide operational enhancements, and steering complex business transformations. At Pizza Hut Korea, Zeiger engineered a major turnaround, executing the re-franchising of more than 100 locations and increasing EBITDA.
Quoting George McAllan, Sonny’s Chief Growth Officer (sonnysbbq.com), “Matt brings an impressive 25 years of exceptional financial and operational leadership, having worked with some of the most respected restaurant franchise brands in the industry. His depth of expertise will help guide Sonny’s BBQ as we enter a growth phase…”
Zeiger himself reflects, “Sonny’s has a rich legacy, a strong culture and a passionate team—everything you want in a growth-focused brand. I’m looking forward to helping build on that foundation as we expand into new markets and continue delivering delicious BBQ and an exceptional guest experience.”
Debbie Pirone – Director of Training & Operations Support
With over two decades at Domino’s Pizza—one of the most systematized operations in hospitality—Debbie Pirone brings a wealth of knowledge in franchise development, restaurant operations, and training. At Sonny’s, she will focus on developing robust, brand-aligned training programs that sharpen employee performance from the kitchen to the front lines, ensuring consistency as new franchise units come online.
Eric High – Director of Franchise Relations
Eric High’s two decades supporting franchise operations culminated at Inspire Brands, where he oversaw 650 Dunkin’ locations across the South Central U.S. Bringing that franchise support expertise to Sonny’s, High will partner with franchisees to drive alignment on growth initiatives, operational success, and satisfaction—critical for fueling positive franchise relationships and long-term network health.
Previously: Strategic Leadership Momentum
Earlier in 2025, Sonny’s BBQ welcomed George McAllan as Chief Growth Officer, a pivotal role focused on scaling the brand smartly and sustainably throughout the South and beyond. McAllan’s franchise operations experience spans both the U.S. and international markets, notably with Dunkin’ Brands where he oversaw thousands of restaurants across Asia and Latin America.
In June 2024, Kris Larson joined as Vice President of Franchise Development, leveraging extensive experience from top-performing QSR brands like Bojangles, School of Rock, and Ace Hardware. Under Larson’s guidance, Sonny’s has focused on providing top-tier support to franchisees—marketing, technology, and training—to ensure new units hit the ground running.
Rounding out the leadership reshuffle, Sonny’s also named acclaimed pitmaster Shannon Snell as Head Pitmaster to keep authentic BBQ at the center of every guest experience.
The Strategic Rationale: Why Now?
The BBQ and fast-casual sector has become fiercely competitive, with legacy brands and upstarts alike vying for consumer loyalty, regional dominance, and prime unit economics. In this climate, franchisee profitability relies on two things: a proven playbook and world-class support.
Sonny’s BBQ’s intentional investment in leadership is about:
- Scaling Operational Excellence: With heightened quality and consistency expectations across markets, the brand is doubling down on process-driven training and franchisee resources.
- Enhancing Growth Infrastructure: Uniting financial discipline, real estate development, and franchise support creates a solid springboard for sustained, profitable expansion.
- Deepening Franchisee Support: Industry data (including our own at Food & Beverage Magazine) consistently shows brands with robust support systems see higher franchisee satisfaction, faster unit growth, and stronger brand alignment.
As Matt Zeiger’s appointment shows, the franchise growth playbook now depends on integrated leadership—connecting financial vision with operator support and local execution.
What This Means for Current and Prospective Franchisees
For restaurant and hospitality professionals evaluating Sonny’s BBQ as a franchise investment or benchmarking their own systems:
- Streamlined Franchisee Onboarding: With dedicated directors for both operations/training and franchise relations, new franchisees will likely benefit from a bundled, step-by-step launch process, lowering the learning curve and strengthening early profitability.
- Data-Driven Growth: Zeiger’s history of boosting EBITDA and market share means operators can expect more attention on performance analytics and transparency.
- Innovation in Training: Pirone’s Domino’s pedigree points to a future where training technology and consistent brand standards are prioritized, vital for rapid multi-unit growth.
- Relationship Management: High’s track record at Inspire Brands demonstrates Sonny’s commitment to listening to franchisee feedback and providing the hands-on support that multi-unit operators crave.
How Sonny’s BBQ Compares to Industry Trends
Sonny’s BBQ’s bold hiring and franchise investments align with what Food & Beverage Magazine has seen across successful national brands in 2024–2025:
- “Chief Growth” and “Development” roles are becoming must-have C-suite additions, even for legacy brands.
- Investment in franchise relations, training, and onboarding is directly correlated to faster unit ramp-up in competitive DMAs.
- Veteran talent—especially from multi-unit, multi-brand organizations—brings a playbook for navigating challenges from labor to supply chain to digital transformation.
By embracing these strategies, Sonny’s BBQ not only preserves its brand legacy but also builds the operational backbone for its nationwide ambitions.
For more on franchise and executive leadership trends in foodservice, see our related coverage:
- Wagamama Names Suk Singh as Chief Development Officer
- Executives from Kroger, Publix, Sysco, and Walmart Join GS1 US Board of Governors
The Bottom Line: Sonny’s BBQ Sets the Table for Its Next Chapter
The appointment of Zeiger, Pirone, High, and McAllan—building on a core of BBQ and franchise veterans—sets Sonny’s BBQ up for a consequential growth phase as the brand enters new and existing markets. Their expertise in finance, development, operations, and franchise relations responds to the demands of a market that values both heritage and forward-thinking innovation.
With a holistic team, Sonny’s gains the agility to scale, adapt, and keep its commitment to delivering outstanding BBQ—served with a side of warmth and Southern hospitality—no matter where it expands.
Franchisees and industry pros will want to keep a close eye on Sonny’s BBQ as these leaders push the brand into its next act.
Are you interested in franchising opportunities with Sonny’s BBQ? Visit sonnysbbqfranchise.com for details, and follow their journey on Facebook, Instagram, TikTok, and YouTube for the latest news and openings.
Let us know your thoughts: Have you experienced Sonny’s BBQ’s legendary hospitality? Are you considering a franchise investment this year? Drop your comments below!
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
