Denise Lauer’s Leadership and Portillo’s Strategic Turnaround Potential: Leveraging Proven Marketing Expertise for Growth

In the fast-paced world of quick-service restaurants (QSRs), the appointment of a seasoned marketing leader can be the catalyst for a brand’s resurgence. Denise Lauer’s recent appointment as Chief Marketing Officer (CMO) at Portillo’s has ignited investor optimism, given her track record of revitalizing brands through digital innovation, customer-centric strategies, and bold menu experimentation. Her tenure at Marco’s Pizza, where she spearheaded initiatives like the “Marco’s More Menu” value platform and a digital transformation of the ordering experience, offers a blueprint for how her expertise could drive Portillo’s strategic turnaround.

A Proven Track Record of Growth at Marco’s Pizza

Lauer’s impact at Marco’s Pizza was marked by measurable operational and brand growth. Under her leadership, the chain opened 70 new stores in 2024, surpassing the 1,200-unit milestone and awarding 85 franchises, with 65% of agreements coming from existing franchisees—a testament to the strength of its business model [1]. This expansion was complemented by culinary innovation, including the introduction of the Mike’s Hot Honey Pepperoni Magnifico and the Fiery Flavors Menu, which aligned with shifting consumer preferences for “swicy” (sweet and spicy) flavors [2]. These initiatives not only drove traffic but also elevated average check sizes, as evidenced by limited-time promotions like the $9.99 large Pepperoni Magnifico co-branded with Sony Pictures’ Karate Kid: Legends [3].

Lauer’s digital transformation efforts further modernized the brand. By streamlining the online ordering experience and leveraging loyalty programs, Marco’s Pizza enhanced customer retention and engagement. While specific sales growth percentages for 2024 remain undisclosed, the brand’s recognition as the only top-five pizza chain to rank on Newsweek’s 2025 America’s Best Customer Service List underscores her success in elevating guest satisfaction [4].

Strategic Implications for Portillo’s Turnaround

Portillo’s, a Chicago-based chain known for its premium hot dogs and Italian fare, faces challenges in a competitive QSR landscape. Lauer’s strategies at Marco’s Pizza suggest a replicable formula for growth:
1. Digital-First Engagement: By modernizing Portillo’s digital platforms—such as enhancing mobile ordering, loyalty rewards, and social media campaigns—Lauer can deepen customer relationships and drive repeat visits.
2. Value-Driven Innovation: The “Marco’s More Menu” model, which combined affordability with premium offerings, could be adapted to Portillo’s menu to attract price-sensitive diners without compromising brand positioning.
3. Franchisee-Centric Expansion: Marco’s Pizza’s success in multi-unit franchise development (65% of 2024 agreements from existing franchisees) highlights Lauer’s ability to foster franchisee confidence—a critical factor for Portillo’s as it eyes new markets.

Investor confidence in Portillo’s hinges on its ability to balance premium branding with scalable growth. Lauer’s experience in balancing innovation with operational efficiency—such as introducing new store designs and integrating technology to improve service speed at Marco’s—positions her to address these challenges [5].

Restoring Investor Confidence Through Data-Driven Execution

While Marco’s Pizza’s 2024 results lack granular sales metrics, the brand’s average unit volume (AUV) of $1.2 million for the top 50% of franchised stores in 2023 provides a benchmark for success [6]. If Lauer can replicate this performance at Portillo’s while expanding its footprint, the stock could see renewed interest. Her focus on customer-centric campaigns, such as the “But Wait, There’s Marco’s™” platform, which disrupted routine ordering behavior, demonstrates her ability to create emotional connections with consumers—a strategy that could resonate with Portillo’s loyal fanbase.

Conclusion

Denise Lauer’s appointment at Portillo’s is not just a strategic hire—it’s a signal of intent to reimagine the brand’s growth narrative. By leveraging her expertise in digital transformation, menu innovation, and franchisee engagement, she has the tools to drive both top-line revenue and investor confidence. While the absence of specific sales growth metrics from Marco’s Pizza leaves room for caution, the tangible outcomes—70 new stores, a robust franchise network, and industry recognition—underscore her ability to execute high-impact strategies. For Portillo’s, the question is no longer whether Lauer can deliver, but how quickly she can translate her past successes into a new chapter of growth.

Source:
[1] Marco's Pizza Kicks Off 2025: Recapping a Stellar 2024 and Charting a Bold Path Forward
https://www.marcos.com/franchising/marcos-pizza-kicks-off-2025-recapping-a-stellar-2024-and-charting-a-bold-path-forward/
[2] Marco's Pizza® and Mike's Hot Honey® Reunite to Heat Up Summer
https://www.franchising.com/news/20250714_marcos_pizza_and_mikes_hot_honey_reunite_to_heat_up_summer_with_sweet__spic.html
[3] A Legendary Pairing: Marco's Pizza and Karate Kid
https://www.franchise.org/2025/05/a-legendary-pairing-marcos-pizza-and-karate-kid-legends-unite-to-kick-off-the-big-screen-release-of-the-newest-film-in-the-beloved-franchise/
[4] Marco's Pizza: The Only Top 5 Pizza Chain to Rank on Newsweek’s 2025 America’s Best Customer Service List
https://www.prnewswire.com/news-releases/marcos-pizza-the-only-top-5-pizza-chain-to-rank-on-newsweeks-esteemed-2025-best-customer-service-list-302350684.html
[5] Marco's Pizza Opened 70 New Stores in a 'Landmark' 2024
https://www.pmq.com/marcos-pizza-opened-70-new-stores-in-a-landmark-2024-whats-next-for-this-red-hot-brand/
[6] Marco's Pizza Kicks Off 2025: Recapping a Stellar 2024
https://www.prnewswire.com/news-releases/marcos-pizza-kicks-off-2025-recapping-a-stellar-2024-and-charting-a-bold-path-forward-302360446.html