“I’ve spent the last 16 years in this business, from starting as a waiter at a Friendly’s Restaurants to owning and operating more than 30 locations across the East Coast,” Kohli said on LinkedIn. “Now, I’m leveraging that experience by stepping into a new role as Chairman of the Board at BRIX Holdings.” [Photo: Amol Kohli]

Dallas-based multi-brand franchising company BRIX Holdings has been acquired by Legacy Brands International, an investment group managed by Amol Kohli, the owner and manager of 30 Friendly’s Restaurants across the East Coast.

BRIX said the acquisition includes the purchase of Friendly’s, Clean Juice, Orange Leaf, Red Mango, Smoothie Factory + Kitchen, Souper Salad, and Humble Donut Co.

Terms of the deal were not disclosed.

“Amol is the ideal candidate for ownership of BRIX Holdings,” John Antioco, managing member of JAMCO Interests, said in a statement. “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.” 

Existing BRIX ownership—including majority member JAMCO—have elected to continue their involvement with BRIX and will be investors in Legacy Brands International, the company said.

BRIX will remain headquartered in Dallas and continue to be led by CEO Sherif Mityas and its existing leadership team.

Sherif Mityas, CEO of BRIX Holdings. [Photo: BRIX Holdings]

From 15-year-old waiter to franchise owner to ‘the next level’

Kohli will continue to manage his Friendly’s franchises and will now also oversee BRIX as its chairman of the board, with the support of the Legacy Brands International board members. The company said that in his new role, Kohli will lead BRIX on its mission to grow and support organic and inorganic growth for the platform company’s portfolio of “better for you” and scalable brands, in addition to searching for more brands to acquire.

“Friendly’s has been a part of my life since I was 15,” Kohli said in a statement. “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. I’ ve been able to create something special for all to enjoy. 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.”

BRIX noted that the acquisition follows the 90th anniversary of Friendly’s.

With the acquisition, BRIX will now focus on the Friendly’s brand’s immediate expansion into target markets including Texas, Georgia, and the Carolinas, the company said.

“I’m confident in our partnership as we continue to grow the BRIX family of brands with a team who believes in the company, or strategy and our path forward to support existing and new franchisees across our portfolio,” Mityas said.

BRIX brands have opened several new locations so far in 2025, with multiple new ones under construction and in development to open by the end of the year.

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