BRIX Holdings New CEO: 90% of Restaurant Loyalty Programs Are ‘Glorified Discount Programs’

BRIX CEO Sherif Mityas, who was previously chief experience officer at TGI Fridays, has assumed full leadership of BRIX Holdings' and Amici Partners Group's brands. The new CEO recently spoke at the Fast Casual Executive Summit in Indiana. Personalization is the secret to successful restaurant brands, he says. Here are takeaways.

BRIX Holdings—a Dallas-based multi-brand restaurant management and franchising company—recently named Sherif Mityas as its new Chief Executive Officer. Portfolio companies include Friendly’s Restaurants, Orange Leaf, Red Mango, Smoothie Factory, SouperSalad, and other brands

Mityas, who was most recently the chief experience officer for TGI Fridays, has assumed full leadership of BRIX Holdings’ and Amici Partners Group’s brands. A veteran retail and restaurant industry executive, he was named one of the Top 10 Innovators in the restaurant industry by Nation’s Restaurant News in their annual Power List rankings in 2020. He also previously served as the CEO of Hollywood Video/Movie Gallery. 

‘Loyalty is dead’: BRIX aims to drive personalization

The new CEO of BRIX Holdings spoke at the Fast Casual Executive Summit in Indiana recently. He believes “loyalty is dead” and calls 90% of restaurant loyalty programs “glorified discount programs.” Instead, Mityas says personalization is the secret to successful restaurant brands.

How do you bring it to life when you’re a small- to medium-sized chain, maybe just starting out?” Mityas said, according to Fast Casual. “Know those guests that are coming to you. Know a little bit more about them. Understand who they are and when and what they purchase. Try to engage them at a different level personally.”

Personalizing the relationship with diners by “creating a one-to-one experience” is core to what BRIX believes in. For instance, offering customizable toppings on desserts can lead to a connection—and posts by the diner on social media.

“Team members know who their core guests are, so what tools are they given to personalize the experience?” Mityas asked, according to Fast Casual. “Consider personalized items off menu for those repeat guests—something special, not at a discount. It’s that connection that you can create.”

About his new role at BRIX, Mitya says he’s “honored for the opportunity to lead our world-class restaurant portfolio. We have an exceptional group of brands, team members, and franchisees that will help drive our growth and success as we build for the future.”

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