In a strategic move that signals significant shifts in the restaurant franchising landscape, Legacy Brands International—an investment group led by longtime Friendly’s franchisee Amol Kohli—has acquired Dallas-based BRIX Holdings, LLC. This landmark deal, announced on July 22, 2025, creates new growth trajectories for seven established restaurant chains spanning more than 250 locations nationwide. The acquisition represents a compelling case study in franchise evolution, where a successful operator transitions to brand ownership, potentially reshaping development strategies across multiple concepts.
From Server to Brand Owner: The Amol Kohli Success Story
Kohli’s journey exemplifies the American entrepreneurial dream. Beginning as a 15-year-old breakfast table waiter at Friendly’s, he steadily climbed the restaurant industry ladder over 16 years to become one of the brand’s most successful multi-unit operators. Today, he owns and manages more than 30 high-performing Friendly’s Restaurants across the East Coast.
“Friendly’s has been a part of my life since I was 15,” Kohli remarked in the acquisition announcement. “I started as a breakfast table waiter, which evolved into owning, managing, developing, and overseeing several locations over the last 16 years. This was only made possible due to the everlasting support of my family, loyal team, partners, and faith.”
This insider perspective gives Kohli unique insights into operational challenges, customer expectations, and growth opportunities that corporate-only leadership might miss. His transition from franchisee to franchisor creates a blueprint for aspiring restaurant entrepreneurs looking to scale their influence within the industry.
The BRIX Holdings Portfolio: Diversification Across Food Service Categories
The acquisition encompasses a diverse range of brands that collectively serve multiple dayparts and dining preferences:
- Friendly’s® – An iconic 90-year-old family dining concept known for ice cream and comfort food
- Clean Juice® – The first USDA-certified organic juice and food bar franchise
- Orange Leaf® – A self-serve frozen dessert franchise with customizable options
- Red Mango® – A pioneering health-focused frozen yogurt and smoothie brand
- Smoothie Factory + Kitchen™ – A concept combining nutritional supplements with healthy food options
- Souper Salad® – A soup and salad buffet restaurant concept
- Humble Donut Co.® – A specialty donut and coffee concept
This portfolio diversity positions Legacy Brands International to capitalize on multiple consumer trends simultaneously, from wellness-focused dining to indulgent treats, creating significant cross-development opportunities for multi-unit franchisees seeking complementary concepts.
Continuity Meets Fresh Perspective: The Leadership Structure
In a strategic move that balances continuity with innovation, BRIX Holdings will maintain its Dallas headquarters and continue operating under CEO Sherif Mityas and the existing leadership team. This arrangement preserves institutional knowledge while introducing Kohli’s operational expertise as the new Chairman of the Board.
“I’m confident in our partnership as we continue to grow the BRIX family of brands with a team who believes in the company, our strategy and our path forward to support existing and new franchisees across our portfolio,” stated Mityas.
Meanwhile, JAMCO Interests LLC, the previous majority owner of BRIX, will remain involved as an investor in Legacy Brands International—a vote of confidence in the new ownership structure. John Antioco, Managing Member of JAMCO, endorsed the transition, noting: “Amol is the ideal candidate for ownership of BRIX Holdings. He has a long history of success and dedication to Friendly’s. His broad experience in the restaurant industry and in-depth understanding of multi-brand franchising systems and development will contribute greatly to the continued growth of the BRIX brands and its franchisees.”
Growth Trajectory: Expansion Plans and Development Targets
The acquisition comes at a pivotal moment for BRIX, following positive same-store systemwide sales growth in 2024 and continued momentum into 2025. With eight new franchise agreements already awarded this year and multiple locations under construction, the company’s development pipeline shows promising signs of acceleration.
Under Kohli’s leadership, BRIX aims to drive expansion across several fronts:
- Geographic Expansion: Immediate focus on bringing Friendly’s into new territories including Georgia, the Carolinas, and Texas—markets with growing populations of transplants from Friendly’s traditional Northeast base.
- Multi-Unit Development: Leveraging Kohli’s extensive multi-unit operations experience to optimize development packages for experienced franchisees looking to diversify their portfolios.
- System-Wide Improvements: Implementing operational best practices from high-performing Friendly’s locations across all BRIX brands to improve unit economics.
- Strategic Acquisitions: Actively seeking complementary brand acquisitions to further expand the company’s footprint and franchising opportunities.
“I plan to take that to the next level in this new chapter of BRIX Holdings’ ownership to grow the size, scale and infrastructure for all our franchise networks and systems,” Kohli explained, outlining his vision for the company’s future.
Innovation Implications: What This Means for the “Better-For-You” Restaurant Segment
BRIX Holdings has strategically positioned itself within the “better-for-you” dining segment, with concepts like Clean Juice, Red Mango, and Smoothie Factory offering health-conscious alternatives to traditional fast food. This focus aligns with persistent consumer trends toward healthier eating options, functional ingredients, and transparency in sourcing.
The acquisition by Kohli’s Legacy Brands International brings interesting possibilities for innovation within this segment:
Cross-Concept Synergies
The diversity of the BRIX portfolio creates natural opportunities for concept hybridization. We may see:
- Co-branding initiatives: Pairing complementary concepts like Smoothie Factory and Humble Donut Co. in shared spaces to maximize real estate efficiency and capture multiple dayparts.
- Menu innovation: Incorporating successful elements across concepts, such as Clean Juice’s organic offerings influencing healthier menu additions at Friendly’s, or Friendly’s ice cream expertise enhancing dessert options at other brands.
- Operational efficiencies: Standardizing back-of-house systems, supply chain management, and training protocols across brands to reduce costs and improve consistency.
Digital Transformation Acceleration
As a franchisee who has navigated the digital revolution in restaurant operations, Kohli brings valuable perspective on technology implementation. Expect accelerated adoption of:
- Enhanced mobile ordering capabilities
- Integrated loyalty programs across concepts
- Data-driven marketing initiatives
- Streamlined third-party delivery integration
Franchisee-Centered Development
Perhaps most significantly, having a franchisee at the helm may result in more operator-friendly systems:
- Improved unit economics: Focus on optimizing restaurant-level profitability based on real-world operational experience
- Enhanced support systems: More responsive training, marketing, and operational guidance reflecting actual franchisee needs
- Flexible development options: Creative real estate and conversion strategies that recognize market-specific challenges
Industry Implications: A New Model for Franchise Growth?
This acquisition represents a noteworthy shift in the franchise development landscape. Traditionally, private equity firms or corporate entities have dominated multi-brand restaurant acquisitions. Having a successful franchisee take the reins of a diverse brand portfolio creates a different growth model—one potentially more attuned to operator challenges and opportunities.
Industry observers should watch for:
- Increased franchisee-to-franchisor transitions: Will Kohli’s move inspire other successful multi-unit operators to pursue brand acquisitions?
- Operational metrics improvements: Can a franchisee-led organization deliver better same-store sales and profitability than traditional corporate structures?
- Franchise recruitment effectiveness: Will Kohli’s operational credibility translate to accelerated franchise sales?
- Concept evolution speed: How quickly will menu innovations and operational changes roll out compared to competitor systems?
As John Antioco of JAMCO noted, Kohli’s “in-depth understanding of multi-brand franchising systems and development will contribute greatly to the continued growth of the BRIX brands and its franchisees.” This insider perspective could prove particularly valuable as the restaurant industry continues navigating post-pandemic challenges, inflation pressures, and evolving consumer preferences.
The Friendly’s Factor: Leveraging 90 Years of Brand Equity
The timing of this acquisition—coinciding with Friendly’s 90th anniversary—creates unique storytelling opportunities. As one of America’s most nostalgic restaurant brands, Friendly’s maintains strong emotional connections with generations of diners, particularly in its Northeast heartland.
Kohli’s deep connection to the brand positions him to honor its heritage while evolving the concept for today’s diners. This balancing act—maintaining beloved traditions while introducing necessary innovations—represents one of the most interesting aspects of this acquisition to watch.
For franchisees across the BRIX system, the acquisition signals positive momentum and potential for accelerated growth. With eight new franchise agreements already awarded in 2025 and positive same-store sales momentum, the portfolio appears well-positioned for expansion under its new leadership structure.
Looking Ahead: What’s Next for BRIX and Legacy Brands International
As the integration process unfolds, industry watchers should monitor several key indicators:
- Executive team evolution: Will additional franchisee-operators join the leadership ranks?
- Development announcements: How quickly will new markets open, particularly for Friendly’s expansion south?
- Additional acquisition targets: What complementary concepts might join the portfolio?
- Technology investments: What digital infrastructure improvements will receive priority?
For restaurant franchisees, suppliers, and competitors, this acquisition highlights the increasing value of operational expertise in brand leadership. As Kohli noted, his goal is to “create something special for all to enjoy”—a mission that extends from individual restaurant guests to the broader franchise community now under his leadership.
For more information about franchise opportunities with BRIX Holdings brands, visit their website.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1) linked to https://www.amazon.com/Beverage-Magazines-Guide-Restaurant-Success/dp/1119668964, Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
