On The QSR Evolution Conference Agenda: Hot Head Burritos CEO Kelly Gray

Joining the QSR Evolution Conference agenda this year is Kelly Gray, president and CEO of Hot Head Burritos. Gray cofounded Rapid Fired Pizza in 2015 and became a part-owner of Hot Head Burritos in 2017.

In Atlanta, she’ll be joining a conversation on “Solving the Mystery of Site Selection,” where panelists will explore pressing topics around the most foundational topic there is. Does a restaurant need to be on “Main and Main” anymore? How can you compete with the big guys for A locations? We’ll take a dive into the real estate world and examine trends, pathways to development, and, most importantly, how to find a site that fits your blueprint for growth.

We caught up with Gray before the event to chat about her tips for getting the most out of a conference and some recent innovations at Hot Head Burritos.

In fitting fashion, what is one “Evolution” your company has made recently, or plans to make, that’s really helping drive performance?

One of the most important evolutions Hot Head Burritos has made is becoming more disciplined and focused on operational consistency. As we’ve grown, we’ve worked to simplify processes, strengthen training, and leverage technology to ensure guests receive the same great experience at every location.

We’ve also continued to evolve our development strategy by focusing on flexible real estate opportunities, including drive-thru locations, restaurant conversions, and non-traditional venues. This approach helps franchisees reduce development costs, open faster, and adapt to changing consumer preferences for convenience. Combined with enhanced digital ordering, loyalty programs, and data-driven decision-making, these changes are helping improve performance for both our franchisees and the brand as a whole.

At the end of the day, our evolution isn’t about changing who we are—it’s about continuously improving how we operate while staying true to the bold flavors, customization, and value that have made Hot Head successful since 2007.

What’s your best piece of advice on how to get the most out of in-person conferences?

Go in with a plan. Identify the people you want to meet, the sessions you don’t want to miss, and the challenges you’re trying to solve. Some of the most valuable conversations happen outside the meeting rooms, so leave room in your schedule to network and attend cocktail hours. I always stay at the host hotel if possible for two reasons. One, convenience of getting to the session or having a quiet place to handle important work issues. And two, so much networking is done before and after conference hours.

What’s a theme, from AI to the consumer to value (or something else) you expect to hear about early, often, and after this year’s event?

I expect the conversation to center around using technology and data to make better decisions while still delivering value to the customer. AI will certainly be part of that discussion, but operators are also focused on labor efficiency, site selection, menu optimization, and understanding changing consumer behavior. The brands that win will be the ones that use technology to support great operations—not replace them.