---
title: "This Subway Veteran Went Undercover To Try Out a Hot Chicken Chain. Now He’s CEO."
description: "Now running Hangry Joe’s, Brandon Wilhelm says he’d rather have fewer, better stores than chase 300 locations."
author: "Jonathan Small"
section: veteran-news
published: 2026-10-27T21:30:04.041292+00:00
canonical: https://valorandventures.media/article/092a2d7f-beac-4713-b458-d97fd84061f5
publisher: "Valor & Ventures Media"
source: "Entrepreneur"
source_url: https://www.entrepreneur.com/buying-a-franchise/this-subway-veteran-went-undercover-to-try-out-a-hot-chicken-chain-now-hes-ceo
access: free
---

# This Subway Veteran Went Undercover To Try Out a Hot Chicken Chain. Now He’s CEO.

*Now running Hangry Joe’s, Brandon Wilhelm says he’d rather have fewer, better stores than chase 300 locations.*

## Executive Summary

Brandon Wilhelm, an industry operator with extensive background at sandwich giant Subway, has assumed the chief executive role at fast-casual concept Hangry Joe's, according to reporting from Entrepreneur. Before formally accepting leadership of the hot chicken enterprise, Wilhelm conducted an undercover assessment of the brand, examining restaurant operations, customer service, and product consistency firsthand. The transition marks a strategic pivot for the emerging dining company, positioning an experienced franchise veteran at the helm of its corporate strategy. As reported by the outlet, Wilhelm's approach departs from the aggressive store-count targets that frequently dominate the fast-casual dining sector. Rather than prioritizing rapid footprint growth to reach milestones such as 300 locations, the newly installed chief executive has indicated a preference for operating fewer, higher-quality establishments. This strategic orientation emphasizes sustainable unit-level profitability, consistent customer experience, and robust operational support over sheer geographic dispersion. The decision to evaluate store conditions incognito prior to joining reflects a field-oriented management philosophy. By experiencing the enterprise from the vantage point of everyday diners, Wilhelm sought an unvarnished baseline of store performance across the network. The move highlights broader challenges facing rapidly expanding retail and dining concepts, where accelerating storefront counts without rigorous operational infrastructure can dilute brand equity, create operational friction, and place undue financial strain on franchise partners. For enterprise founders, corporate leaders, and franchise investors, Wilhelm's transition at Hangry Joe's illustrates the critical balance between scale and operational discipline. While rapid expansion often serves as a prominent metric of market traction, maintaining unit health and baseline standards is vital for sustained enterprise resilience. The leadership shift provides an instructive example for commercial operators navigating whether to chase aggressive top-line growth or focus capital and managerial attention on foundational execution.

## Article

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Jonathan Small · Entrepreneur · Photo: The Washington Post | Getty Images

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Originally published by Entrepreneur: https://www.entrepreneur.com/buying-a-franchise/this-subway-veteran-went-undercover-to-try-out-a-hot-chicken-chain-now-hes-ceo