James O’Reilly named CEO of &pizza, Tijuana Flats parent company

Restaurant industry veteran James O’Reilly has been named chief executive officer of &pizza and Tijuana Flats parent company Latitude Food Group.

He succeeds Cody Towns, Latitude Food Group’s legal counsel and now board member, who was serving as interim CEO during the executive search.

O’Reilly has more than three decades of industry experience, most recently serving as CEO of Ascent Hospitality Management, parent company of Perkins and Huddle House. Prior, he was CEO of Smokey Bones from 2019 to 2023.

He held that same role at Long John Silver’s from 2015 to 2019. He also has executive experience at Sonic Drive-In, Einstein Noah Restaurant Group, and Yum Brands.

O’Reilly joins LFG months after its creation in November, when Washington, D.C.-based &pizza acquired Tex-Mex chain Tijuana Flats. The company is now plotting growth via franchising for the two brands.

“Latitude Food Group has the kind of energy you can feel immediately — bold, ambitious and built for forward motion,” O’Reilly said in a statement. “I was drawn to LFG’s challenger mindset, its relentless focus on growth and its commitment to scaling brands without losing the soul that makes each one distinct. This platform was built to win, and with the support of our investors at Kennedy Lewis, I’m excited to help lead its next chapter as we raise the bar for our guests, franchisees, team members and communities.”

Towns added that O’Reilly is the right leader to advance the company, as he stood out for his experience in building brands and “also his genuine belief in LFG and its potential."

“That conviction, combined with his experience and energy, makes him the right leader for this next chapter. We’re excited about what lies ahead and the perspectives he brings to our leadership team,” Towns said in a statement.

The company said in a press release that both chains are experiencing same-store traffic and sales increases since merging, as they continue to leverage shared resources. Still, O’Reilly joins the company as it works to recover from a tough 2025.

Founded in 2012, &pizza finished 2025 with $53.6 million in sales, marking a 10.5% decline year-over-year. The chain has also closed a bunch of locations, including a 6.5% retrenchment last year versus 2024, according to Technomic, as the broader fast-casual pizza category struggles. Tijuana Flats experienced an 8.1% sales decline in 2025, to $102.1 million, while its footprint decreased by 4.4%.