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CEO Of Frisch’s Big Boy Planning Expansion, New Restaurant Designs To Attract Younger Customers

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When’s the last time you went to a Frisch’s Big Boy? Can’t remember, or maybe you don’t have one nearby? The chain’s new boss wants to change that, and is pushing to expand to more franchise locations in the U.S., as well as retool the restaurants to bring in the younger set. You know the word, starts with an “m” and rhymes with “shmillennials.”

NRD Capital took over Frisch’s Big Boy restaurants last week after shareholders approved a $175 million acquisition, marking the first time in the chain’s history that it won’t be under family ownership. NRD’s head honcho and interim Frische’s CEO Aziz Hashim says that while the brand has been profitable, it can benefit from a few changes.

Our primary goal is to make sure our existing customer is totally taken care of,” Hashim told the Associated Press. “So, no plan to alienate our current customer base; we want to actually make it better for them. At the same time, we want to make an effort to drive some new customers.”

Some of the changes will include adding appetizers and shareable plates to the menu, as well as possibly chili cheese fries, buffalo wings and other “classic American” items. New beverage options and things like signature drinks could also appear on the menu. New franchised restaurants in Ohio, Kentucky, Indiana and Tennessee that will likely be smaller and be of different designs than the current Frisch’s restaurants. Right now, 26 of Frisch’s 121 Frisch’s restaurants are run by franchisees.

There is also a special plan in the works just for the millennial set, dubbed “Frisch’s Big Boy 2.0.”

Though lifelong fans might be apprehensive of big changes, Hashim says they have nothing to worry about.

“We bought the brand because of what it is today,” he said.

New boss of Frisch’s Big Boy restaurants plans expansion [Associated Press]


by Mary Beth Quirk via Consumerist

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