The Skinny on FAT Brands with Elaine Patel
We all know that the relationship between a corporate MULO (multi-location) brand and its local operators can sometimes be challenging. How do you keep the integrity of your brand whole while supporting the entrepreneurial people who run your day-to-day and regional operations? Elaine Patel is one woman who has many of those answers.
Elaine Patel is the VP of Guest Experience and Local Store Marketing at FAT Brands! She’ll be on our “Brands With Soul” panel at Street Fight LIVE 2025.
Learn a little bit about her before you meet her live! Limited tickets are still available.
What led you to FAT Brands? What does your current role currently entail?
“I started at FAT Brands over 22 years ago when there was just one brand – Fatburger and now it’s grown to 18 brands across the globe, but one thing has remained consistent…our commitment to community. I’m the VP of Guest Experience and Local Store Marketing across the full portfolio, evangelizing the importance of human-to-human connection both internally and externally. I’m a community connector at heart!”
How can big brands help local operators feel they are engaged in the business and “brand loyal?”
“Big brands can encourage their operators to empower their crew members to connect with their communities via Local Store Marketing…using their own genuine voices.”
What has been your proudest moment since you joined Fat Brands?
“Creating the Brand Ambassador Program, where hundreds of crew members have learned about Local Store Marketing and have put their new knowledge in action via community outreach. They’re not only bringing in new traffic but supporting community pillars like schools, nonprofits and youth sports teams with fundraising opportunities…it’s a win-win!”
Challenges you think multi-location operators face in the years ahead?
“The understanding that Guest Experience is your lifeline and needs to be modelled by leadership. Keeping your finger on the pulse with frontline employees…know how they learn, what makes them tick and how to inspire them.”
What does Elaine Patel do when not working?
“I founded and run a nonprofit called Career Sparks (careersparks.org), which helps Title 1 School students coming from disadvantaged families with career education.”
We invite you to join us and meet FAT Brands’s Elaine Patel (as well as leaders from companies like TikTok, Neighborly, Yext and Assembly) at Street Fight LIVE 2025 , September 30th in Los Angeles.
