EXCLUSIVEHog's Breath Cafe to enter a new era after embattled Aussie chain faced the 'perfect storm' of setbacks - this man says he can save it
- Hog's Breath to make a comeback after mass closures
- New CEO Tom Elliott has shared his comeback strategy
- READ MORE: Hog's Breath Cafe location plunges into administration
The incoming CEO of the iconic Australian chain Hog's Breath Cafe has vowed to revive the company after it was rocked by the 'perfect storm' of setbacks.
Tom Elliott, a former executive at Retail Food Group, is confident the chain can make a comeback, but admits the last few years haven't been smooth-sailing.
Mr Elliot has stepped into the role at a time when the once-thriving steakhouse chain has shrunk significantly, from about 80 locations in 2017 to just 23 in 2025.
Hog's Breath Cafe has faced numerous setbacks, including Covid lockdowns, economic headwinds, staffing shortages, and soaring operational costs.
'The company has faced the perfect storm in hospitality over the last few years,' the CEO told Daily Mail Australia.
'Hog's Breath was a brand in need of repositioning, and that collided with the impacts of Covid-19, a labour shortage unlike anything we've seen, ongoing inflation, and a cost-of-living crisis that's changed how Australians spend.'
Mr Elliott also cited the soaring cost of commercial real estate as a major problem for franchise sustainability.
'So many locations were locked into legacy leases with annual increases that had pushed rental quantum to unsustainable levels,' he explained.
Tom Elliott (pictured) will take the reins at the struggling restaurant chain
Mr Elliott says the company has faced the 'perfect storm' in the hospitality industry in the last few years (pictured, a Hogs Breath mascot is pictured outside a restaurant)
'When you combine that with shifting consumer habits and rising operating costs, some stores simply couldn't remain viable.'
Despite these challenges, Mr Elliott is optimistic about the brand's future.
He plans to reinvigorate Hog's Breath by returning to its roots - authentic, relaxed Western dining - and capitalising on nostalgia for the brand, while also modernising the chain to fit the current dining landscape.
His vision also includes expansion, both domestically and internationally.
He hopes to grow the brand to over 50 locations by 2030, targeting both metro and regional areas across Australia.
'Domestically, we know more people want to enjoy a Hog's Breath experience more often. They've grown up with the brand and have fantastic memories of dining in our restaurants in their communities,' he said.
The CEO also sees opportunities overseas, noting he is eyeing expansion opportunities in New Zealand and parts of Asia.
'There's a strong appetite for authentic, relaxed Western dining in these markets,' the businessman added.
The new CEO hopes to grow the brand to over 50 locations by 2030, targeting both metro and regional areas across Australia (food at the chain is pictured)
Mr Elliott is calling on the federal government to provide more meaningful support for small businesses in the form of clearer industrial relations frameworks, investment in vocational training and policies that help reposition hospitality as a viable career.
'What businesses need most from government right now is long-term certainty and practical support that addresses the structural challenges we face,' he said.
'Better access to finance and tax incentives for small business reinvestment, particularly in regional areas, would help growth and restore confidence in the sector.'
It comes after a dozen Hog's Breath Cafe locations closed in 2019 alone, after their owners declared bankruptcy or lost valuable assets.
At the time, chief executive Ross Worth said the company was facing its 'toughest environment we've seen in 30 years'.
'In addition to a decrease in spending, consumers have also significantly changed their eating and shopping habits with the arrival of food delivery services and increasing prevalence in meal kits,' Mr Worth said.
'We are also experiencing increases in operational costs with rising wages, raw food costs, rent and electricity.'
