Kathleen Bush’s path to becoming the new CMO of Ford’s Garage is one filled with plenty of franchisee listening sessions, a knack for finding and highlighting what makes a concept special, and, of course, plenty of burgers.
As the former VP of marketing and brand development at Red Robin for over three years, Bush is bringing plenty of experience elevating nostalgic legacy brands into the modern era. Her resume also includes stints on the marketing agency side at ICR, running PR at CKE Restaurants (Carl’s Jr. and Hardee’s), leading communications at California Pizza Kitchen, and heading up marketing at Torchy’s Tacos.
Her new position marks her ascendence to the C-suite for the first time in her career. As a native of Florida—where Ford’s Garage was founded—Bush’s shift feels less like moving into new territory and more like coming home.
FSR recently sat down with Bush for a conversation about what drew her to Ford’s Garage, how she’s thinking about growth, franchise alignment, and guest loyalty, and why authentic human connection remains the most important advantage in a digital-first dining landscape.
You described Ford’s Garage as having “incredible energy” and a “tremendous runway ahead.” What specifically made this opportunity the right next move for you?
Ford’s Garage is a fantastic brand and a dream opportunity for a marketer. As a Florida native, where Ford’s Garage was born, I’ve been a fan and guest for years. Simply put, it has strong brand DNA: a delicious menu, the heritage of Ford as an official licensee, and a lively atmosphere that’s just fun to be in.
In addition to my career in restaurants, I also spent many years in automotive communications, which was so much fun and draws parallels to the hospitality business: people are passionate about what they eat and what they drive. This role is a creative blend of both. Add the entrepreneurial spirit, great team and franchise partners, and this was a very compelling opportunity. I’m incredibly excited to help steer this next phase of growth.
You’ve led marketing across brands at very different stages—from high-growth concepts to established chains. Where does Ford’s Garage sit on that spectrum, and how does that shape your priorities as CMO?
Ford’s Garage is at an exciting and dynamic place in its trajectory. Currently, we have 34 restaurants in eight states and will end the year around 40 locations as we continue to grow. Our foundation as a brand is strong.
From a marketing perspective, I’m focused on building our bench strength in digital, harnessing our loyal fan base and MotorClub members, and delivering tailored programs and tools that our Garage Partners can use to win in their trade areas, while also laying the foundation for our brand to enter several new markets and states over this year and beyond.
What are the first things you look at in your first 90 days to understand a brand’s true growth potential?
It starts with a deep dive into the “bones” of the brand—certainly the food and hospitality, but importantly, what’s the unique signature guests come for, that only we can deliver. The Ford’s Garage founders cultivated a brand with a clear point of view, with a deeply intentional focus on creating an environment that’s immersive and authentic to the experience of being in a 1920s service station, down to the original Model A cars suspended above the bar to the memorabilia on the walls and so many details in between. It just captures your imagination when you walk in.
That vibe, plus an emphasis on truly great hospitality and quality food and beverage, along with a passionate fanbase and experienced team, give it a great foundation to grow. It’s been exciting to see the momentum in our pipeline of new and prospective franchisees, which also includes Ford dealership owners.
“In a digital-first world, the brands that win will be the ones that continue to deliver authentic human connection.”
You’ve had deep experience in burgers specifically (Red Robin, CKE). What have you learned about marketing in this category that you think will help in your new role?
I love the burger business. It’s America’s favorite food! It’s fun to tap into that universal hunger for a great burger, especially from a content and culinary development standpoint—it’s such a creative vehicle for flavors, from the classics to more global ingredients. At Ford’s Garage, our prime burgers are a primary draw that appeals to guests of all ages, but they’re also the entry point to introduce our guests to a much more diverse menu.
How do you see the role of loyalty and digital evolving for a concept like Ford’s Garage, especially given your work driving those areas at Red Robin?
So much of the magic of Ford’s Garage starts with the experience inside our four walls and in how we engage with our local communities. That’s been the key ingredient to the brand’s success and building a loyal guest base over the years. Digital allows us to extend and deepen that and to be strategic with our marketing spend as a growth brand, in established and new markets alike. Delivering a compelling, tailored MotorClub loyalty experience to our guests as well as leveraging digital—from performance marketing levers to social storytelling that piques guests’ curiosity as we enter new markets—are priorities in our strategy.
Franchise relationships are critical in a brand like Ford’s Garage—how do you align marketing strategy across corporate and franchise partners to drive consistent growth?
Building trust and delivering results to our franchise partners is critical. In our case, many of our original founders are current franchisees, so there’s great responsibility in honoring the brand they’ve built and moving it forward as we grow. It’s been important to me throughout my career to listen and learn from our franchisees. They’re bold, they have vision, they take action, and in many cases, they have the most skin in the game.
At corporate, it’s important we deliver impact with brand-level traffic and brand-building strategy paired with tailored local execution, as well as giving their teams the tools they need to localize the brand and compete in their unique trade areas.
On a personal note—you’re a certified sommelier and deeply involved in nonprofit work. How do those passions influence your leadership style and creativity as a marketer?
Wine—learning about it, traveling, sharing an interesting bottle with friends—is a big passion. Getting my sommelier certification, nearly a decade ago now, was a wonderfully cerebral and social experience. Having a passion and creative outlet in life is important; it keeps me fresh and engaged, which allows me to be my best self in work, too. Creativity can come from anywhere if you stop and take a beat from the whirlwind of work and daily life from time to time.
Serving on the board of Blessings in a Backpack has been a privilege, and an incredibly grounding one. The nonprofit is focused on fighting childhood hunger by providing weekend nutrition to kids who rely on free and reduced meals during weekdays at school. The hospitality business is about taking care of people. Partnering with an organization like Blessings in a Backpack is a natural extension of that ethos. It sharpens my sense of purpose, and I try to bring that same mindset to my work, which starts with leading with sincere care and concern for my team, our partners and the guests we serve.
Having just been named to the 2026 FSR NextGen Council, you are recognized as one of the leaders shaping the future of full-service dining. What is the biggest “NextGen” shift you believe the industry must embrace to stay relevant to the modern consumer, and how will Ford’s Garage lead that charge under your marketing leadership?
The biggest shift may be a bit counterintuitive. In a digital-first world, the brands that win will be the ones that continue to deliver authentic human connection. For Ford’s Garage, that means leading with the great food, experience and hospitality we’ve been known for, then backing it with smarter, more personalized digital that helps us reach our guests in a more tailored, meaningful way.
