Chris Morocco has been play calling since his days as Clemson University’s starting quarterback in the late 80s. Two decades later his business entrepreneurship has landed him in his position as CEO of Petrus Brands, which owns and operates two national franchise concepts, Shane’s Rib Shack and Planet Smoothie. Morocco has lined up on all sides of business - financial, retail development, branding and marketing, real estate and business development - which has given him the kind of perspective that often is absent in many chief executives. His business acumen was never more evident in his success in a management buyout and private equity deal with Edmunds Capital for Shane’s Rib Shack and Planet Smoothie in an environment where few deals were happening.
Prior to assuming CEO of Petrus, Morocco was President of Innovative Brands, the holding company for the Planet Smoothie, PJ's Coffee and Shane's Rib Shack brands. Innovative Brands was later integrated into Raving Brands and Morocco served as Chief Development Officer for the company where he oversaw the Emerging Brands Division. Before establishing an expertise with franchising and the food and beverage category, Morocco cut his teeth into technology and early stage companies. He was a partner at C&M Enterprises, a company he established in the mid-90s, where he focused on developing, investing in, and operating start-up or early stage companies for sale to strategic partners. Morocco received a degree in Business Administration from Clemson University. He is married with three children and resides in Atlanta, GA.