CINCINNATI (AP) — The new leader of the Frisch’s Restaurants chain wants to flex Big Boy’s brand muscle.
Atlanta-based NRD Capital took over after shareholder approval last week of its $175 million acquisition that ended family operation of the Cincinnati-based regional business dating to a 1939 drive-thru. Fund founder and interim Frisch’s CEO Aziz Hashim calls Frisch’s a “fantastic” investment opportunity.
He calls it an “iconic American brand” that has been profitable, but has much growth potential.
He expects to add franchised restaurants in Ohio, Kentucky and Indiana and start utilizing its Big Boy trademark rights in Tennessee to expand there.
No worries for Big Boy fans: Hashim loves the double-decker burger sandwich and pledges to keep other longtime menu items while adding appetizers and “shareable” offerings.