Her Story
About Marita
Marita Swift is a growth-focused restaurant and hospitality executive with more than 20 years of experience spanning operations, culinary leadership, marketing, branding, and franchise development. She serves as Vice President of Strategic Growth at The Big Biscuit, where she leads franchise expansion, brand strategy, and multi-unit performance across a 33-location system. Her role brings together marketing, operations, menu innovation, technology, and data-driven strategy to support sustainable growth, franchisee success, and a strong guest experience.
Marita began her career in the restaurant industry, influenced by her parents’ work as restaurateurs. As a teenager, she worked on the expo line in a fine-dining restaurant, developing the communication, confidence, and adaptability that would become important to her leadership approach. She went on to learn multiple kitchen stations, become a kitchen manager, contribute to menu innovation, manage social media, teach at a culinary school, and gain experience in a James Beard-recognized kitchen. After years in culinary and restaurant operations, she transitioned into marketing and brand strategy, where her psychology education from the University of Missouri–Kansas City gave her additional insight into consumer behavior and brand development.
Today, Marita combines her culinary and operational background with expertise in strategic growth to help restaurant brands expand thoughtfully and effectively. She holds a Certified Brand Manager credential from Cornell University and earned the Certified Franchise Executive designation through franchise industry education. She is also actively involved in advancing restaurant leadership, serving on the Women in Restaurant Leadership Advisory Board and co-chairing the Women’s Franchise Network in Kansas City. Through mentoring, speaking engagements, and industry leadership, Marita is committed to sharing knowledge, supporting emerging leaders, and contributing to the continued growth of the restaurant industry.
Her Interview
Ten minutes with Marita
01What do you attribute your success to?
I attribute my success to being a forward thinker who focuses on holistic solutions and understands the bigger picture. I strive to look beyond what is immediately in front of me and consider broader perspectives and long-term possibilities.
02What’s the best career advice you’ve ever received?
The best career advice I’ve received is that sometimes you have to step back to move forward. I’ve learned not to let adversity slow me down, but instead to use it as an opportunity to grow, whether that means returning to school or pursuing additional certifications, such as my Cornell certification in brand management.
03What advice would you give to young women entering your industry?
My advice to young women entering my industry is to push harder, find your voice, and communicate confidently. Be intentional about the work you take on and ensure it supports your personal brand and goals. Ultimately, you have to advocate for yourself and be willing to take what you want.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in franchise sales is the amount of knowledge required, from understanding SBA loans and investment ranges to evaluating payback periods. I see this as an opportunity to keep learning and growing, and I consider myself a lifelong student of the industry.
05What values are most important to you in your work and personal life?
I value love, both for what I do and for the people I work and share life with. I believe in building genuine community with people who see me as a whole person rather than simply a function. Mutual respect, appreciation, and meaningful relationships are important to me in both my work and personal life.
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