Chairman of the Board says the company wants to focus more on its franchise system
Rocky Mountain Chocolate Factory announced Monday that Starrett Johnson will serve as its new interim chief executive officer. (Jerry McBride/Durango Herald File)
jerry mcbride
Rocky Mountain Chocolate Factory announced Monday that it is moving in a different direction for its CEO position.
The company announced that Starrett Johnson will succeed CEO Rob Searles, who has been at the helm since 2022. Johnson has served as a member of the RMCF Board of Directors since March 2023, according to a company news release.
“Starrett is a well-known business leader and strategist in the industry,” RMC board chairman Jeff Gagan said in a release. She said, “Her results-oriented leadership style and her expertise with franchise brands make her the perfect fit to lead RMC as the board moves forward with its search for a permanent CEO.”
In an interview Monday, Gagan said the company made the decision to exit Searles based on the board's desired outcome.
“The results we published were below what the company expected. That's why we made some changes,” Gagan said. “The board made the decision to make these changes because we felt that what we were seeking to accomplish strategically was not being accomplished in a manner and at a pace that the board considered acceptable.”
Gagan thanked Searles for his contributions in a news release, citing several milestones he has achieved, including the sale of frozen yogurt company U-Swirl and the relocation of consumer packaged products to Salt Lake City. .
The RMCF Board has not yet decided who will serve in the long-term role or what it is looking for.
The company has taken a number of steps over the past two years to move the company into better shape, including cutting underperforming products and relocating packaging services.
However, Gagan said he would like the board to continue to focus on supporting the franchise system.
“First and foremost, we want to get back to supporting the franchise system. So I think that's really important for everyone to understand and for the community as well,” Gagan said.
Johnson said he is confident in the brand Rocky Mountain Chocolate Factory has built and looks forward to continuing to grow the business.
“I think we have a great opportunity to continue to grow this brand, with the great support we have and the great friends we have in our franchisees, and everything they need to continue to be successful. It's about really continuing to make sure that that's the case,” Johnson said. .
Attempts to contact Searles on Monday were not immediately successful.
“I am honored to be entrusted by the Board of Directors during this period of transition,” Johnson said. “A broader leadership team has been meticulously assembled to meet the needs of RMC's strategic transformation plan. Their collective wisdom will be an invaluable asset as we work to return to growth and profitability.”
Johnson said his top priority is to listen to the people who work for the company and whose needs are met.
Johnson began his hospitality career as director of finance for PepsiCo's KFC division and went on to work with global brands including president and chief operating officer of Dave & Buster's Entertainment and then executive vice president and chief strategy officer of Brinker International. He has held leadership positions in. She has also served on the boards of many companies, including Bojangles, Chuy's, and SusieCakes.
Johnson earned a master's degree in business administration from Duke University and a bachelor's degree in finance from Virginia Tech.
Despite moving its packaging operations to Salt Lake City, the company continues to try to stay engaged with Durango residents. Gagan said no one had been laid off from the plant's operations at the time the company made this decision.
The company said it is committed to maintaining a long-term presence in Durango and continues to recruit additional local employees to expand its workforce.
The company also plans to hold its annual general meeting again at the factory in August.
tbrown@durangoherald.com
