Playa Bowls Expands Leadership Team as Brand Nears 400 Shops

Playa Bowls, the nation’s leading superfruit and acai bowl brand, is expanding its leadership team with a series of key appointments and promotions as it prepares to grow beyond 400 shops nationwide. The additions bring enhanced focus across development, marketing, and digital, positioning the brand to support its next wave of expansion.

As part of these updates, Jayson Tipp, formerly Chief Development Officer, has been named Chief Growth Officer, expanding his role to oversee development, technology, and digital marketing while leading the brand’s enterprise growth strategy. In his stead, Playa Bowls has appointed Patrick Turek as Chief Development Officer. In this role, Turek will lead franchise development, real estate, design, and construction, with a focus on strategic, profitable expansion.

Turek brings more than 20 years of experience in real estate and franchise development across high-growth restaurant brands. Most recently, he served as Senior Vice President of Development at Freddy’s Frozen Custard & Steakburgers, where he led expansion across the U.S. and Canada and played a key role in accelerating the brand’s development pipeline. Prior to that, he held development and real estate leadership roles at Panera Bread.

Leadership team updates

The brand is also expanding its marketing leadership team to support innovation, digital engagement, and long-term brand growth.

Tim Hackbardt has been appointed as Chief Marketing Officer to lead brand marketing and innovation. Hackbardt has been working closely with the team in recent months to help shape a strong product innovation pipeline, bringing a strategic approach to menu development and brand storytelling. His focus is on how new offerings are brought to market, ensuring they reflect evolving consumer preferences while building on the flavors and quality that define the Playa Bowls experience.

Hackbardt brings more than 30 years of marketing leadership experience across multi-unit restaurant brands, with a track record of driving brand revitalization, menu innovation, and sustained sales growth. Throughout his career, he has held leadership roles with brands including Del Taco, Inspire Brands, and BJ’s Restaurants, where he led integrated marketing strategies, digital transformation, and high-impact product innovation.

Mark Foulds has also been named Vice President of Digital Marketing and will lead digital, loyalty, and performance marketing strategies, elevating how the brand connects with guests and drives traffic across shops nationwide. Foulds brings extensive experience in digital marketing, loyalty, and global brand strategy, with a background spanning leadership roles at Inspire Brands and Walk-On’s Sports Bistreaux.

Brand growth strategy

Founder Abby Taylor will continue to guide and shape the brand’s creative direction as Chief Creative Officer, focusing on the elements that have defined Playa Bowls since day one. As the creative force behind the brand, Taylor remains closely involved in everything from product and visual identity to the in-shop experience, ensuring the brand continues to evolve while staying rooted in the energy and authenticity that set it apart.

“Playa Bowls is a brand that consumers feel a real connection to, from our acai bowls packed with beneficial ingredients to the vibe in our shops, there’s nothing quite like it, and as we continue to grow, our focus is to protect the brand and leverage our scale,” said John Cappasola, CEO of Playa Bowls. “Beyond supporting our growth and franchise owners, this team brings an experienced perspective that will strengthen how we develop shops, evolve our systems and processes, and continue building a brand that resonates in every market we enter.”

With this leadership team in place, Playa Bowls continues to build momentum across its development pipeline and is on track to surpass 400 shops nationwide in May. The brand is growing with new franchise owners and existing operators expanding their portfolios, entering new markets, and bringing the Playa Bowls experience to more communities across the country.