The "Friendly"iest Automated Pizza Concept | Season 9, Vol. 8

Hospitality Hangout

Jun 13 2023 • 44 mins

In the latest episode of Hospitality Hangout, hosts Michael Schatzberg "The Restaurant Guy" and Jimmy Frischling "The Finance Guy" sit down with Sherif Mityas, CEO of BRIX Holdings. BRIX Holdings is a Dallas-based franchising company that specializes in superior foodservice chains within the better-for-you segments. Their mission is to provide exceptional franchise opportunities and focus on brands that appeal to the expanding single-unit owner/operator franchise market, with the potential to become national and international award-winning chains. The current BRIX Holdings portfolio includes renowned brands such as Red Mango Yogurt Café Smoothie & Juice Bar, Smoothie Factory Juice Bar, Souper Salad, Orange Leaf, Humble Donut Co., Greenz, and Friendly's.


During the episode, Sherif Mityas shares insights into the iconic Friendly's brand, which is celebrating its 88th birthday this year. He highlights the emotional connection people have with Friendly's, recalling stories of customers' first dates over milkshakes and the enduring popularity of their signature treats like the Jim Dandy and Banana Royale. Sherif also discusses other brands within the BRIX Holdings portfolio, including frozen yogurt concepts Red Mango and Orange Leaf, super salad, the newly reconcepted Smoothie Factory Plus Kitchen, and Humble Donuts. He hints at the upcoming addition of another brand.


The conversation delves into Sherif's background, where he shares his experience in the retail industry, including his time running the Hollywood Video and Movie Gallery chain. He also explains how he transitioned into the hospitality sector, joining TGI Fridays as their Chief Experience Officer before joining the BRIX Holdings Group. Sherif expresses his excitement about leading an amazing team at BRIX Holdings and driving the growth of their portfolio.


The episode takes an interesting turn as Jimmy Frischling introduces breaking news about BRIX Holdings' latest concept, Pizza Jukebox. Sherif describes this fully automated dine-in experience, where guests can watch robots and automated machines craft personalized pizzas within minutes. The innovative approach aims to provide not just a pizza but a memorable theater-like experience for customers. Sherif emphasizes the importance of technology in enhancing the guest engagement and driving the dine-in experience.


The conversation concludes with a discussion about BRIX Holdings' partnership with Middleby and their collaboration with L2F to bring the Pizza Jukebox concept to life. Sherif highlights the focus on personalization, aiming to cater to individual preferences while maintaining consistency through robotics and automation.


Overall, the episode offers fascinating insights into BRIX Holdings' brand portfolio, Sherif Mityas' journey in the industry, and the exciting innovations shaping the future of hospitality.

To hear the questions and Mityas’ responses to “Two Truths and a Lie” check out this episode of Hospitality Hangout.