Denny's names Pierce prexy, chief operating officer

Nation's Restaurant News, June 1, 1987 by Don Jeffrey

Denny's names Pierce prexy, chief operating officer

Donald L. Pierce, the 42-year-old executive who guided the rapid expansion of El Pollo Loco after Denny's acquired it four years ago, has been named president and chief operating officer of Denny's Inc.

Vern O. Curtis, the chairman and chief executive, is relinquishing the title of president. Chief operating officer is a new position.

"It's strengthening the depth of management and bringing forth younger people,' said a Denny's spokesman. "It's an evolutionary process.'

The spokesman said Pierce would be unavailable for comment because of attendance in strategic planning meetings.

Last September Pierce was named president of Denny's newly fromed Fast Food Restaurant Group, which oversaw Winchell's Donut House and El Pollo Loco. That position has been incorporated into Pierce's new titles.

Denny's spun off Winchell's, a 730-unit chain, last winter into amaster limited partnership but retains 42-percent ownership and is general partner. El Pollo Loco, a 70-unit chain, is a wholly owned subsidiary. Denny's Inc. went private in a $734 million leveraged buyout in 1985.

David Bixler is president of Denny's Restaurant Division, which operates the chain's 1,200 coffee shops. He reports to Pierce as well as to Curtis. Howard Massey replaced Pierce as president of El Pollo Loco.

Until a few years ago, all Denny's were company owned. The chain now has about 70 franchised units. It has announced a goal of 70 to 100 new franchised restaurants a year.

Pierce is considered to be an expert on planning and site selection.

He holds a B.S. degree from California State University and an M.B.A. from the University of Southern California.

Before joining Denny's in 1983 as president of its newly acquired El Pollo Loco chain, he spent about 12 years in financial positions with American Hospital Supply Co.

Pierce lives with his wife and two children in the Orange County city of Tustin.

Photo: Pierce