Big Boy Restaurant Group has ambitious plans for Cincinnati and beyond, according to CEO Tamer Afr. The company hopes to reopen 55 closed Frisch’s restaurants by June 1.
On Monday, the Southfield, Michigan-based company reopened the first location in Blue Ash under the “working title” name Dolly’s Burgers & Shakes, as Big Boy fights Frisch’s for the right to use the “Big Boy” name in Cincinnati. A second Dolly’s is set to open in Anderson Township on Tuesday.
The legal battle over the Big Boy name
Last week, a federal court issued a temporary order prohibiting the company from using the Big Boy name after Frisch’s sued, claiming “exclusive” rights to the moniker in the majority of Ohio, Kentucky, Indiana, and Tennessee.
Afr stated that the company would prefer to operate the restaurants under the Big Boy brand, but that depends on the outcome of the court case.
Meanwhile, Big Boy’s plans would give it a stronger presence in the region than Frisch’s, which was previously its sibling. Both businesses started decades ago as early franchisees of Big Boy, which was founded in California.
The Michigan company is descended from the original Elias Brothers franchisee, which eventually bought out the parent company. It now owns and operates 56 Big Boy restaurants and has control over the brand nationwide.
“We want to open as soon as we can,” Afr said, adding that he wants to reassure Big Boy customers who are still reeling from the sudden closure of more than 60 Frisch’s. “We’re going to serve to people what they were used to.”
The first day of business was hectic, with customers crowding the reopened restaurant, some calling it by its old name.
“We love Frisch’s – I’m happy to be back,” said Shannon Wood, a 28-year-old mother of two who was juggling her young children, two nieces, and a nephew while visiting with her mother.
Big Boy expansion follows Frisch’s evictions
According to Afr, Big Boy began talks to take over old Frisch’s locations in October, after its previous landlord, Orlando-based NNN Reit, initiated the eviction process, claiming it owed more than $4.5 million in back rent.
Afr said he was “shocked” by how quickly all of the locations closed during the winter. Frisch’s, which had over 80 locations across three states in early 2024, now has just over 30.
Afr, 50, CEO of Big Boy since 2019, said he grew up in Detroit and remembers his parents taking him there. He says he carries on the tradition with his own children.
“What people don’t realize is the brand is part of the community,” Afr told me. “Everywhere I go in the country, people have a Big Boy story: ‘I grew up going there,’ or ‘I met my wife there.'” I know an Arizona CEO whose first job was as a dishwasher.
Afr declined to discuss the ongoing litigation, other than to acknowledge that it has hampered the opening of new restaurants.
The Blue Ash location, for example, still lacks a sign, which is expected to arrive next week. Last month, the company promised to “vigorously defend” itself and its brand in court.
