First Watch turned to a former PepsiCo executive to fill the restaurant chain’s newly created post of chief transformation officer. In his new role, Greg Barber becomes leading strategy development and will partner with First Watch’s key functional leaders on the development and implementation of corporate initiatives.

Prior to joining First Watch, Barber spent 9 years working for PepsiCo, Inc. in Purchase, New York, where he led strategy development for Pepsico’s North American beverage division before ultimately leading the Fortune 50 company’s global business development in the foodservice space. Prior to working for PepsiCo, he spent time working for Mrs. Fields Famous Brands as president of TCBY and has also worked for various private equity and strategy consulting firms including Bain & Company.