Dallas area business veteran Chris Morris has been named as chief executive officer and chairman of the board of Plano-based European Wax Center Inc., effective Jan. 8. He’ll succeed David Berg, who will step down as CEO but remain a member of the company’s board of directors.
“We’re thrilled to welcome Chris Morris as the next CEO of European Wax Center,” said Andrew Crawford, director and chair of the board’s Nominating and Governance Committee. “He is a consumer industry expert with deep experience in unit development, operational execution and brand marketing, and he brings a clear understanding of the needs of local operators. The board is confident Chris is the right leader to guide European Wax Center through its next chapter.”
The company said Morris brings more than 25 years of experience operating, developing, and reinvigorating consumer brands, including franchise businesses.
Most recently, Morris was CEO of Dallas-based Dave & Buster’s, an owner and operator of entertainment and dining venues, where he led the opening of 30 new locations and established an international expansion pipeline during his tenure. Previously, he was CEO of Main Event, overseeing a period of significant revenue, profitability and unit growth, in addition to its successful 2022 merger with Dave & Buster’s.
Before Main Event, Morris was president of California Pizza Kitchen, where he played a key role in the revitalization of the 32-year-old brand, returning it to positive comparable store sales.
“On behalf of the board, I also want to sincerely thank David Berg for stepping back into this role to lead the company during a critical transitional period. David acted decisively to position European Wax Center for long-term success, strategically realigning the organization and reallocating resources to its core business,” Crawford said. “The board looks forward to working closely with both David and Chris.”
CEO transition
Berg said he’s been working hard preparing for the leadership change.
“It’s been a privilege to serve as CEO of European Wax Center for a second time, and I’m excited to partner with Chris as a member of the board,” Berg said in a statement. “I’ve spent the last four months taking proactive measures to reorient European Wax Center for sustainable long-term growth, and I believe we’ve established a strong foundation for Chris to build upon in the months and years ahead. The board and I agree that his relevant experience, skill set and strong track record will enable him to unlock our full potential.”
Morris said European Wax Center is a unique business.
“I’m honored and excited to lead European Wax Center during a pivotal time for the company,” Morris said. “This is an iconic brand with a one-of-a-kind business model that is well-positioned to capitalize on the significant white space opportunities ahead. I look forward to working with the board and the entire European Wax Center team to execute our strategy and drive value for our shareholders, franchisees and associates.”
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