5 days ago
From Franchisee To Chairman: Friendly's Operator Acquires Brix Holdings
NEW JERSEY, UNITED STATES - 2007/05/19: Friendly's Ice Cream store exterior. (Photo by John ... More Greim/LightRocket via Getty Images)
A shift is happening in the franchise world. Amol Kohli, who got his start as a teenager bussing tables at Friendly's, now owns one of the most recognizable franchise holding companies in the restaurant industry. Through his firm, Legacy Brands International, Kohli has acquired Brix Holdings. The Dallas-based company manages over 250 restaurant locations, including familiar brands such as Red Mango, Orange Leaf, Clean Juice, and Smoothie Factory and Kitchen.
This is not just another acquisition. It marks a transition in how leadership shows up in franchising. Kohli brings something different. He has not come from the private equity world or a Wall Street office. His perspective comes from working in the business, not just owning it.
A Practical Approach to Executive Leadership
Kohli knows what it means to sweep floors, run a shift, and manage a team on a busy Saturday night. That hands-on experience has shaped his leadership style. Today, as Chairman of Legacy Brands International, he brings those insights to the table as the company looks toward the future.
Brix Holdings will continue operating from its Dallas headquarters. Sherif Mityas, a seasoned executive, remains in his role as CEO, providing continuity during the transition of ownership. Former owner JAMCO Interests still maintains a financial interest, suggesting long-term confidence in the new leadership.
Veteran franchising leader John Antioco praised Kohli for his operator-first mindset and vision for scaling brands while maintaining a focus on the franchisee.
Kohli did not inherit his place at the top. He earned it. At fifteen, he worked the floor at a Friendly's in New Jersey. Over time, he gained a thorough understanding of the operations. He served customers, learned how to read a profit and loss report, and figured out how to keep staff motivated.
He eventually became a franchise owner. Today, he operates more than thirty Friendly's restaurants across the eastern United States. That journey, built step by step, gives him a deep understanding of what franchisees face every day.
This year, Friendly's turns ninety. While many legacy brands fade with age, Friendly's is gaining traction once again. According to reports from Brix Holdings, customer interest is growing. In the first quarter of 2025, the company signed eight new franchise agreements. Additional deals are underway, and several new locations are already being built.
Kohli has his sights set on growth markets like Georgia, Texas, and the Carolinas. These regions have strong demographics and rising interest in fast-casual dining. He plans to support franchisees more effectively, increase brand awareness, and create value through strategic expansion.
Kohli's story is not an isolated one. Across the restaurant sector, more franchisees are moving from operators to brand owners. They are no longer just running units. They are stepping into leadership roles that once belonged to investors and executives with little field experience.
This shift brings operational knowledge into strategic planning. It creates leadership teams that understand both vision and execution. Kohli is part of that movement. His decisions are informed by years of working closely with employees and guests.
The focus now is on building a strong foundation for growth. Kohli plans to invest in support systems that help franchisees thrive. That includes better training, more responsive infrastructure, and clear brand direction. While Friendly's remains a centerpiece of the portfolio, Kohli is also exploring ways to develop and acquire additional concepts that align with the company's core values.
The acquisition marks the beginning of a new chapter for Brix Holdings. With experienced leadership and capital to invest, the company is positioned to grow responsibly and effectively.
Kohli's path from server to owner reflects something rare in business. It proves that deep involvement, hard work, and patience can lead to leadership at the highest level. His journey is not typical, but it is becoming more common as franchisees take greater ownership of the systems they helped build.
