Maria Rivera named CEO of doughnut concept The Salty

The Salty has named Maria Rivera to the role of CEO.

The growing doughnut-and-coffee concept, born in Miami, was founded in 2015 as a popup in a camper, and has now grown to 22 units, all company owned, across seven states and the District of Columbia. It was founded by Amanda Pizarro while she was still in college, along with her then-boyfriend (now husband) Andy Rodriguez. Both remain involved: Pizarro is chief brand officer, and Rodriguez is on the board.

For Rivera, it’s a return to doughnuts.

Rivera is the former U.S. President of Krispy Kreme, and is also the former CEO of Smalls Sliders, and the chicken chain Starbird. Rivera also is founder of RC Hospitality Group, which works with early stage, founder-led brands, particularly those led by Latinas, like The Salty (Pizarro and Rodriguez are Cuban-American.)

Rivera has been working with the brand since the spring (after meeting the founders at a CREATE conference hosted by Nation’s Restaurant News). She was brought in to help with due diligence as the brand’s first institutional fundraise got underway, and the board approached her to take the helm.

“This will allow us to actually take what I consider this very special and unique brand in a category where we are really aiming to craft our own lane and definite what the next part of the journey looks like,” she said.

When Rivera was at Krispy Kreme, she said she admired The Salty’s products and coffee culture.

“We don’t sell doughnuts. We sell a doughnut pastry,” she said.

The doughnuts are made with a 24-hour brioche dough with flavors like White Chocolate Tres Leches; Guava & Cheese; or Whipped Nutella Crunch. There limited-time “drops” that often go viral, and The Salty is known for collaborations with other brands, like Poppi, Salt & Straw, Mini Cooper and others.

The founders have been working on codifying the brand identity (a process Pizarro has shared on Instagram), and Rivera plans to focus on operational discipline while preserving the craftsmanship of a concept that aims to “do everything a little extra,” she said.

“What we’re doing is really building an amazing team that can drive that cult following every day in all of our shops without needing the founders,” said Rivera.