Walk-On’s Sports Bistreaux Hires Luke DeRouen as CMO

Walk-On’s Sports Bistreaux has been a rapidly expanding staple within the South since 2003. With 53 locations and counting, the brand is tapping a restaurant marketing veteran to help the brand expand its reach. Walk-On’s Sports Bistreaux has hired Luke DeRouen, who has previously held roles at Buffalo Wild Wings, Pizza Hut and Arby’s, to help lead the chain’s next wave of expansion as CMO. Besides growing the actual footprint of the chain—Walk-On’s has 150 locations in development over the next five years—the restaurant brand is expanding its Curbside ‘To-Geaux’ online ordering, debuting a mobile app, developing partnerships with third-party delivery services, opening on-campus brick-and-mortar locations, expanding the menu and experimenting with new restaurant layout prototypes. What DeRouen brings to Walk-On's DeRouen has been following the brand for a while. Having grown up in Lake Charles two hours down the road from the brand’s flagship restaurant near LSU’s Tiger Stadium, DeRouen kept tabs on the brand during his other ventures within the restaurant industry. He noted the main differentiators come from three main facets: come for the food, stay for the atmosphere, build the culture. “All of my rules have centered around authenticity, being true to brand roots,” said DeRouen. “All communications, all activations, any activity you have. We strive to represent the 'why' behind what we’re trying to do.” The menu is completely scratch cuisine. While Louisiana cuisine is but a percentage of the menu, the Southern staples truly speak to the native tongue like a fried gator appetizer and a Ribeye Po Boy that DeRouen called “on another level." As for the atmosphere, DeRouen has carried over operations partnerships from previous stops. Working with a brand that relies heavily on experience, with each restaurant containing 70+ TVs housed inside of a large footprint, the brand needs to have reliable infrastructure. “We place great emphasis on the activations within the four walls of these restaurants,” said DeRouen. “We can only go as far as the operators can take us. It’s been amazing working with great partners on both a franchise and HQ level.” Yet for all the physically tangible elements of the restaurant, it’s the culture and origin story that makes the brand true to its namesake. Founder, co-owner and CEO Brandon Landry was a walk-on on the LSU men’s basketball team in the late ‘90s. DeRouen himself was a former walk-on baseball player. “The brand is set apart by adhering to the 'Walk-On’s Way,'” said DeRouen. “It’s not just a sign on a wall. It’s the way we live our lives. The brand was founded on grit, perseverance and a humility mindset.” Adding star power Within the sports realm, it’s the scrappy mentality that attracted recently retired quarterback Drew Brees to invest in the company as a co-owner and partner in 2015 and for current quarterback Dak Prescott to invest as an owner in multiple Dallas-Ft. Worth and Waco franchises. Both quarterbacks exude the “Walk-On Way” with each having overcome a major injury during their playing career. That same mindset, coupled with recent NCAA NIL policy updates, has led the brand into the early stages of an agreement with LSU cornerback Derek Stingley Jr. Cowboys QB Dak Prescott invested in the brand. The investment within the brand takes shape within each location. From college students to family members, all people from different walks of life enjoy an experience at Walk On’s. “Whether it’s game day or a casual lunchtime, seeing everything come together is truly something to behold,” said DeRouen. “Watching the execution from a restaurant level is awesome. We pride ourselves on being an incredible place to watch a big game as well as a great opportunity to bring people together. That’s how we connect with fans and consumers in general.” The team that DeRouen has assembled aims to think about the business in a fun essence of camaraderie in order to uniquely connect with consumers. “As we grow, we’re growing that culture as well,” said DeRouen. “We aren't sacrificing culture for rapid growth. There’s a lot of positive energy around the brand. Especially coming out of 2020, it’s nice to have that momentum." As the future takes shape ahead, it was easy for DeRouen to recall what led him to the present. “You didn’t have to teach me the 'what'—I knew what the brand was. You didn’t have to sell me on Louisiana. For me, it was coming back here and meeting the people. The founder, the president, everyone I spoke with was all so invested in the success of the brand," DeRouen said, adding it was very clear to him that this was a special place. “That was my 'why,' bringing people together.” Ryan Reynolds Hopes TikTok’s Wrexham Sponsorship Will Get More Brands Supporting Underdogs

Sports Marketing News

Walk-On’s Sports Bistreaux Hires Luke DeRouen as CMO to Fuel Expansion Plans

The new top marketing exec previously led Buffalo Wild Wings and Arby's

What DeRouen brings to Walk-On’s

Max Simpson

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What DeRouen brings to Walk-On’s

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Max Simpson