SALT LAKE CITY, UT – In a move that signals a deepening commitment to brand identity and strategic leadership, Mo’ Bettahs Hawaiian Style Food has officially announced the promotion of Kylee Arreaga to Vice President of Marketing. This executive appointment comes at a pivotal moment for the Salt Lake City-based fast-casual brand, which has undergone a meteoric rise from a regional favorite to a national contender in the competitive Hawaiian barbecue sector.

Since joining the organization in late 2024, Arreaga has been instrumental in navigating the complexities of multi-state expansion while maintaining the cultural authenticity that defines the brand. Her promotion serves as a testament to her success in scaling the company’s marketing infrastructure to match its physical footprint, which now spans over 80 locations across the United States.

Main Facts: A Strategic Promotion for a Growing Empire

The promotion of Kylee Arreaga is more than a standard corporate advancement; it is a strategic alignment of leadership with the brand’s long-term vision. Arreaga initially joined Mo’ Bettahs as the Senior Director of Marketing in September 2024. In the ensuing two years, she has overseen a period of unprecedented growth, during which the brand successfully launched 30 new restaurant locations.

A cornerstone of Arreaga’s tenure has been the successful entry into high-growth markets. In 2026 alone, Mo’ Bettahs has established a presence in Phoenix, Minneapolis, and most recently, Indianapolis. The opening of the brand’s first Indiana restaurant in Avon this week marks a significant milestone in its Midwestern strategy, with six additional restaurants slated to open before the conclusion of the calendar year.

Under Arreaga’s leadership, the marketing department has evolved from a lean operation into a comprehensive, full-service internal agency. This transformation included the recruitment and integration of specialists across several key verticals:

• Paid Media: Optimizing ad spend to drive foot traffic in new and existing markets.
• Owned Media: Strengthening the brand’s digital storefronts and direct-to-consumer communication channels.
• Social Media: Cultivating an organic community that resonates with the "Aloha spirit."
• Customer Service: Enhancing the feedback loop between the brand and its guests.
• Loyalty and CRM: Scaling the Makana Rewards program to nearly 750,000 members.

Chronology: From Local Roots to National Recognition

To understand the significance of Arreaga’s promotion, one must look at the trajectory of the Mo’ Bettahs brand.

The Foundation (2008–2017)

Mo’ Bettahs was founded in 2008 in Bountiful, Utah, by brothers Kimo and Kalani Mack. Born and raised in O’ahu, the Mack brothers sought to replicate the authentic "plate lunch" experience they grew up with. For the first decade, the brand focused on perfecting its menu—centered on grilled teriyaki chicken, kalua pork, and their signature macaroni salad—and building a cult following in the Beehive State.

The Savory Fund Era (2018–2023)

In 2018, the brand entered a transformative partnership with Savory Fund. This collaboration provided the capital and operational expertise necessary to scale the concept beyond Utah’s borders. During this period, Mo’ Bettahs expanded into Idaho, Oklahoma, and Texas, proving that the Hawaiian plate lunch had a broad appeal in the mainland’s interior.

The Arreaga Tenure and New Ownership (2024–Present)

Kylee Arreaga joined the team in September 2024, a year of significant corporate transition. In 2024, Mo’ Bettahs was acquired by Blue Marlin Partners and Trive Capital, with Savory Fund retaining a minority stake. This acquisition provided the "dry powder" needed for aggressive national scaling.

Arreaga’s arrival coincided with the brand’s need to professionalize its outreach. As Senior Director of Marketing, she was tasked with ensuring that as the brand grew to 50, 60, and then 80+ units, the message did not become diluted. Her promotion to Vice President in late 2026 follows a 24-month sprint that saw the brand enter major metropolitan hubs and solidify its status as a category leader.

Supporting Data: Measuring the "Aloha" Impact

The success of Arreaga’s marketing strategy is reflected in the brand’s robust performance metrics. In an industry where customer acquisition costs are rising, Mo’ Bettahs has leveraged its "Makana Rewards" program to drive frequency and loyalty.

The Makana Rewards Surge

The loyalty program currently boasts nearly 750,000 members. This database provides Mo’ Bettahs with a significant competitive advantage, allowing for personalized marketing, data-driven menu adjustments, and a direct line of communication to their most frequent diners. Under Arreaga’s guidance, the program has become a primary driver of digital sales, which have become a crucial revenue stream in the post-pandemic dining landscape.

Rapid Geographic Dispersion

The 2026 expansion highlights include:

• Phoenix, AZ: Tapping into the Southwest’s high demand for fast-casual variety.
• Minneapolis, MN: Testing the brand’s appeal in the Upper Midwest.
• Indianapolis (Avon), IN: Representing the first foray into the Hoosier State, with a pipeline of six more units in the immediate future.

The ability to open 30 restaurants in 24 months—roughly one every 24 days—requires a marketing machine that can build "hype" in communities that may have never heard of a Hawaiian plate lunch. Arreaga’s team has mastered this "go-to-market" playbook, combining local grassroots engagement with sophisticated digital targeting.

Official Responses: Leadership Perspectives

The executive team at Mo’ Bettahs has been vocal about the importance of internal leadership development. Rob Ertmann, CEO of Mo’ Bettahs, emphasized that Arreaga’s contribution goes beyond mere metrics; it is about the preservation of the company’s soul.

“Kylee is a big reason Mo’ Bettahs feels like Mo’ Bettahs in every new city we open,” Ertmann stated. “She’s built a marketing team that brings our Aloha spirit to life for every guest, in every market. Growing our own leaders matters to us just as much as growing our footprint, and Kylee is exactly the kind of leader we want driving this brand forward.”

Ertmann’s comments highlight a common struggle for expanding chains: the loss of "vibe" as they scale. By crediting Arreaga with maintaining the brand’s essence, the CEO underscores the role of marketing as a cultural steward rather than just a sales driver.

For Arreaga, the promotion is a reflection of the brand’s unique position in the market. “Getting to help build something this special has been the honor of my career,” she said. “Mo’ Bettahs is a category-defining brand, and I’ve watched it grow from a local favorite into a name people drive across town for, without ever losing the Aloha that makes it what it is. We’re just getting started, and I can’t wait to see how many more communities we get to welcome into the ‘Ohana.”

Implications: The Future of Mo’ Bettahs and the Hawaiian BBQ Sector

The promotion of a marketing-centric leader to the VP level suggests that Mo’ Bettahs is preparing for a future where brand differentiation is the primary battleground. As the Hawaiian BBQ segment becomes more crowded—with competitors like L&L Hawaiian Barbecue and Ono Hawaiian BBQ also expanding—the ability to tell a compelling story becomes vital.

1. Strengthening the Corporate-Led Growth Model

Unlike many of its competitors who rely heavily on franchising, Mo’ Bettahs continues to lean into disciplined, corporate-led growth. This model allows for tighter control over the guest experience and brand standards. With Arreaga at the marketing helm, the company can ensure that every new market launch adheres to the same high-quality storytelling and community engagement standards.

2. Digital Transformation and Data Ownership

The growth of the Makana Rewards program to three-quarters of a million members suggests that Mo’ Bettahs is moving toward a more tech-enabled future. We can expect Arreaga to oversee further investments in mobile app functionality, AI-driven personalized offers, and a more integrated omnichannel experience.

3. Expansion into the "Heartland"

The successful launches in Indiana and Minnesota indicate that the brand’s flavor profile—sweet, savory, and protein-heavy—has universal appeal. This opens the door for further expansion into the East Coast and Southeast. The "Avon opening" is likely a bellwether for a much larger Midwestern push in 2027 and 2028.

4. Cultural Stewardship as a Business Strategy

The frequent use of the word "Ohana" (family) and "Aloha" (breath of life/love) in the company’s internal and external communications is not accidental. In an era where consumers are increasingly skeptical of "big food," Mo’ Bettahs is doubling down on its founders’ roots. Arreaga’s challenge as VP will be to maintain this "small-business feel" even as the company approaches the 100-unit milestone.

Conclusion

Kylee Arreaga’s promotion to Vice President of Marketing at Mo’ Bettahs is a clear indicator of the brand’s trajectory. By rewarding the leader who built their modern marketing infrastructure and successfully navigated 30 openings in two years, Mo’ Bettahs is signaling to the industry that it has the leadership talent to match its ambitious growth goals.

As the brand continues its march across the United States, the focus remains clear: spread the culture of Hawai’i through authentic food and genuine hospitality. With a reinforced leadership team and the backing of Blue Marlin Partners and Trive Capital, Mo’ Bettahs is well-positioned to become the dominant name in Hawaiian fast-casual dining for years to come.

For more information on the brand’s menu, locations, or the Makana Rewards program, interested parties are encouraged to visit MoBettahs.com.

Media Contact:

Josiah Kinman
Champion
936-615-8979
[email protected]