Established Companies Acquire BRIX Holdings Asset
In a significant move for the restaurant industry, BRIX Holdings, a multi-brand franchising company based in Dallas, has been acquired by Legacy Brands International. Amol Kohli, a seasoned multi-unit franchisee of Friendly's Restaurants, will lead the company as Chairman of the Board, while continuing to manage his Friendly's franchises.
The strategic plan, outlined by Kohli and Sherif Mityas, CEO of BRIX, is centred around growth and expansion. The primary focus is on scaling the existing restaurant networks and expanding into new markets.
Kohli's Vision for BRIX
As the new chairman of BRIX, Kohli intends to grow BRIX’s collection of restaurant brands, which includes Friendly's, Clean Juice, Orange Leaf, Red Mango, Smoothie Factory + Kitchen, Souper Salad, and Humble Donut Co. A key part of this plan involves expanding Friendly’s, a well-known East Coast diner chain, into Southern U.S. markets like Georgia, the Carolinas, and Texas to increase its footprint.
Kohli emphasized the need to grow the size, scale, and infrastructure to support all franchise networks and systems under BRIX Holdings. The current BRIX leadership team, including CEO Sherif Mityas, will remain in place to help execute this vision, with support from majority owner JAMCO Interests who will stay involved as investors.
A Bright Future for BRIX
The acquisition comes on the heels of Friendly's 90th anniversary, presenting significant growth opportunities. Kohli, who has owned, managed, developed, and overseen several Friendly's locations over the last 16 years, is confident in the partnership to grow the BRIX family of brands.
John Antioco, Managing Member of JAMCO Interests, who has been involved with Friendly's since he was 15, shares this optimism. The deal will see BRIX remain in Dallas, led by CEO Sherif Mityas and the existing leadership team.
Sherif Mityas, CEO of BRIX, believes in the partnership to grow the BRIX family of brands. The acquisition follows a successful first half of the year for BRIX, which has opened several new locations in 2025 and has more in development. The company reported positive same-store sales in 2024 and has already awarded eight new franchise agreements this year.
The acquisition was facilitated by Dilworth Paxson, who represented Legacy Brands International, and Gibson, Dunn & Crutcher, who represented the sellers.
Kohli is eager to take Friendly's to the next level in the new chapter of BRIX Holdings' ownership. 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. Kohli's family, loyal team, partners, and faith have been instrumental in his success with Friendly's.
[1] BRIX Holdings Acquired by Legacy Brands International [2] Amol Kohli to Lead BRIX as Chairman of the Board [3] Strategic Plan Focuses on Growth and Expansion [4] Friendly's to Expand into Southern U.S. Markets under BRIX Holdings
- The acquisition by Legacy Brands International will allow Kohli, as the new chairman of BRIX, to implement his vision for growth, which includes expanding the food-and-drink brand Friendly's into new markets like Georgia, the Carolinas, and Texas, as part of a broader plan to grow the entire BRIX portfolio.
- Kohli's strategic plan, in collaboration with Sherif Mityas, CEO of BRIX, also includes financing for infrastructure development and expansion of the existing restaurant networks, which encompass not only Friendly's but also other BRIX-managed brands like Clean Juice, Orange Leaf, Red Mango, Smoothie Factory + Kitchen, Souper Salad, and Humble Donut Co.
