Portillo’s has tapped seasoned marketer Denise Lauer as its new Chief Marketing Officer, effective September 22, 2025, to drive digital innovation, loyalty growth, and guest engagement as the fast-casual chain accelerates its market expansion.
With over two decades of experience across foodservice, consumer-packaged goods, and logistics, Lauer brings a robust toolkit to Portillo’s. Her prior leadership roles span marketing at Informed Group, Morton Salt, PepsiCo’s Quaker Foods, FedEx, and Eaton Corporation.
Most recently, Lauer served as CMO of Marco’s Pizza for over two years, where she led strategic brand initiatives, media strategy, digital marketing, consumer experience, and innovation channels. She implemented a multi-year growth strategy with a spotlight on branding, loyalty programs, local restaurant support, limited-time menu offerings, and the “Marco’s More Menu” value platform. Her signature move: modernizing Marco’s digital ordering experience.
Portillo’s CEO Michael Osanloo emphasized Lauer’s relevance for their next phase, as reported by the Restaurant Dive:
“Denise’s proven track record of revitalizing customer experiences, growing sales and transactions, and building high-performing marketing teams will be instrumental as we continue to expand Portillo’s reach and deepen our connection with guests across the country.”
Lauer fills a leadership gap left by Nick Scarpino, who departed late last year to become CEO of Giordano’s.
Portillo’s appointment of Denise Lauer is more than a personnel update; it’s a strategic reorientation toward digital-first marketing. With legacy appeal and fresh leadership, the brand is positioning itself to boost guest engagement and loyalty as it ushers in expansion. Strategic alignment between marketing, operations, and innovation will be key to translating this leadership hire into sustained growth.
