Sherif Mityas is the new president of BRIX Holdings, parent company of Red Mango, Orange Leaf and others, JAMCO Interests, the company’s majority stakeholder, announced Wednesday.
Mityas is an operating partner with JAMCO and is adding BRIX oversight to his duties.
Craig Erlich, Friendly’s Restaurants president and CEO, has led BRIX for five years. He will continue to lead Friendly’s and will remain a BRIX advisor, the company said.
BRIX Holdings is a member of Amici Partners Group, which purchased the 130-unit Friendly’s family-dining chain a year ago.
Dallas-based BRIX also owns Smoothie Factory, SouperSalad and RedBrick Pizza.
Mityas has also served as chief experience officer for TGI Fridays. (JAMCO is a member of TriArtisan TGIF Partners, the majority owner of TGI Fridays.)
“The expansion of Sherif’s role is important to our success as we continue to bring a successful portfolio of attractive franchised restaurant concepts to market,” JAMCO Founder John Antioco said. “In his dual role, he will not only help support our acquisition strategies for new brands, but drive the growth of both existing and future concepts for the benefits of franchise partners.”
Mityas, in a statement, said he looks forward to working to “re-imagine our brands for today’s consumer.”
“I’m thrilled to be able to add the BRIX brand portfolio to my responsibilities,” he added.
Friendly’s filed for bankruptcy in November 2020, the second time since 2011. It has had multiple owners in its history.
With the acquisition, JAMCO has been adding to its C-suite. In December, it hired Carissa DeSantis as its new chief technology officer. In July, it added Roberto De Angelis as chief experiential officer. And in June, it hired David Ellis as chief marketing officer.
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