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Frisch’s growth plans hinge on millennial appeal

In a bid to court the ever-coveted millennial customer set, Frisch’s will soon get a bit of a facelift, according to the Associated Press.

After private-equity firm NRD Capital last week acquired the family restaurant chain for $175 million, its new leadership plans to expand the brand—entering new markets in Tennessee—and retool its menu to appeal to young diners, NRD founder and interim CEO of Frisch’s Aziz Hashim told the AP.

Initial plans for “Frisch’s Big Boy 2.0” include the addition of “shareables” such as chili-cheese fries and buffalo chicken wings, as well as the development of smaller-footprint units on college campuses.

Hashim noted that planned updates would not translate to a total overhaul, adding that longtime customers would still be able to count on Frisch’s staple offerings, such as its signature tartar sauce, onion rings and ice-cream sundaes.

"Our primary goal is to make sure our existing customer is totally taken care of," Hashim said. "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."

The Frisch’s company had been family operated since outgoing CEO Craig Maier’s grandfather opened its first drive-thru unit in 1939. Craig and his sister, Karen, will continue their connection to the brand as franchisees in the Cincinnati area.

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