Hog’s Breath Cafe has appointed Retail Food Group’s Tom Elliott as its new CEO. Elliott replaces Steven Spurgin who last month announced he would leave the casual dining brand in May after five years in the role.
Elliott spent 14 years at Retail Food Group in marketing and as brand manager at Brumby’s, then as senior brand manager and GM at Donut King, and for the last three years Elliott headed up RFG corporate store operations.
Hog’s Breath Cafe director Ginger White said “Tom’s leadership will accelerate our evolution, ensuring Hog’s Breath stays deeply connected to its community roots while embracing digital innovation, modern menus, and a revitalised customer experience.”
Hog’s Breath Cafe CEO has three strategic priorities
Elliott’s strategic vision for Hog’s Breath Cafe is built around three core pillars: elevating customer experiences, accelerating digital capability, and delivering value-driven marketing that resonates with modern Australian diners.
“Hog’s Breath Cafe has always had an incredible story — few brands have that level of nostalgia and customer affection,” Elliott said. “But the dining landscape is evolving fast. Today’s guests want more than just a meal; they want great experiences, seamless convenience, and genuine value.
“We’re focused on transforming Hog’s Breath into a brand that stays true to its irreverent, fun-loving DNA while delivering an experience that’s fresh, tech-enabled, and built around the customer at every touchpoint,” he said.
Elliott will prioritise investment in restaurant design, menu evolution, and a renewed focus on hospitality culture to deliver an elevated customer experience. New digital ordering solutions, loyalty platforms, and personalised marketing will enhance this.
Hog’s Breath Cafe will focus on value-driven marketing with campaigns highlighting value, local relevance and social connection in a bid to reconnect with loyal fans and attract new audiences.
“Having led multiple household Australian brands, I know the power of aligning brand storytelling with operational excellence,” Elliott said. “At Hog’s Breath, we’re doubling down on what matters most — great food, great value, and great experiences.”
