Boot Canyon Advisory LLC

About

Empowering brands through data-driven digital experiences.

Founded in 2025, Boot Canyon Advisory LLC is the practice of Michael Breed, a digital marketing and growth executive with more than 20 years of experience across hospitality, restaurants, and digital commerce. The firm pairs hands-on operating experience with a builder's mindset: advising consumer brands on growth, and designing and shipping our own software.

The name comes from Boot Canyon in Big Bend National Park — one of Michael's favorite places to hike. Like the landscape, it stands for resilience, discovery, and a bias toward forward motion. That spirit runs through the work: curiosity, practical innovation, and a belief that well-designed technology can make everyday moments more meaningful.

Services

Advisory for consumer & restaurant brands.

Senior, hands-on counsel across the disciplines that drive modern digital growth — grounded in two decades of running these functions at scale.

Digital growth & go-to-market

Customer acquisition, retention, and lifecycle strategy that connects brand, technology, and real-world behavior.

Loyalty & CRM

Data-driven loyalty and CRM programs designed for incrementality, personalization, and measurable profit.

Delivery & marketplace strategy

Third-party delivery partnerships, off-premise growth, and virtual-brand strategy for restaurant operators.

Brand, menu & value strategy

Brand evolution, menu and value-proposition innovation, and pricing strategy that protect margin while driving traffic.

Analytics & measurement

Marketing-mix modeling, media optimization, and decision frameworks that put data behind every dollar.

Product & technology advisory

Consumer apps, digital ordering, and eCommerce — from strategy through launch and iteration.

Software

Products we build.

Alongside advisory work, Boot Canyon designs and publishes its own experience-driven iOS apps.

iOS · Published by Boot Canyon Advisory LLC

Duane — the Texas road trip storyteller

Duane narrates the stories behind Texas historical markers as you drive past them — hands-free, in a voice built for a Texas history podcast. It draws on the official Texas Historical Commission dataset covering all 254 counties. Texas has stories. Duane tells them.

Visit heyduane.com →

Leadership

Founder.

Michael Breed is the founder of Boot Canyon Advisory LLC. He brings more than 20 years of marketing, hospitality, digital commerce, and growth leadership across brands including Fogo de Chão, DoorDash, Brinker International, Chili's, and Maggiano's.

He currently serves as Chief Marketing Officer at Fogo de Chão, where he leads global marketing strategy, brand evolution, menu innovation, and guest engagement. Earlier, he led merchant (B2B) marketing at DoorDash and served as Senior Vice President of Marketing at Brinker International — helping scale digital guest experiences, customer acquisition, loyalty, and everyday-value strategies across major restaurant brands.

His connection to hospitality began at his grandparents' restaurant in Nebraska, where he developed an early appreciation for the power of stories, service, and shared experiences — the same instinct that now shapes Boot Canyon's software. Outside of work, Michael is a husband, a father of three daughters, and an outdoor enthusiast.

Career highlights

Chief Marketing Officer, Fogo de Chão — global marketing leadership.
Led merchant marketing at DoorDash, a $70B+ local-commerce platform serving 250,000+ merchants.
SVP & VP of Marketing at Chili's / Brinker — 17 consecutive quarters of industry-leading performance across 1,200+ restaurants.
Built the Chili's–DoorDash partnership and launched "It's Just Wings," the first nationally-scaled virtual brand.
Created and scaled digital loyalty driving $200M+ in incremental sales.

Southern Methodist University — M.S. Operations Research; B.S. Management Science; B.S. Mathematics.

Data-driven growth,
thoughtfully built.