Peter Wiley, co-owner and marketing/IT guru behind Hot Head Burritos, joins the show to discuss the brand's journey from a single store to an 84-location franchise. He shares how his family's deep roots in the restaurant industry, including experience with Pizza Hut and Subway, provided the playbook for their success. Peter gives a behind-the-scenes look at the decision to franchise, the challenges of rapid growth, and the evolution of their marketing strategy from traditional media to a multi-platform digital approach. He also dives into the critical role technology has played in their scaling, from point-of-sale systems to third-party delivery integrations, and offers advice for operators on how to navigate the crowded and complex restaurant tech landscape.