News

Boneheads tapping new management to revitalize the brand

June 4, 2013

Boneheads Grilled Fish and Piri Piri Chicken, an Atlanta-based fast casual restaurant concept, has a new senior management team and board of directors, a critical first step in revitalizing the brand, said Ron Barber, chairman of Boneheads.

"We feel we have assembled a team that has the ability to take a promising concept and position it as a leader in the category, scaling it in a shrewd, but aggressive manner," he said. "Of course, this is the starting point, but look for us to move quickly in a number of areas in the coming months. We're excited and we anticipate our existing and new franchisees are going to embrace the new Boneheads."

The new management team's excitement for the brand's potential is motivated by two key factors, Barber said. One, its culinary influence — South African and Piri Piri flavors — offers the brand a distinct flavor profile that speaks to today's more sophisticated dining out consumer. Two, the menu is a balance of fire-grilled seafood and chicken, which resonates with a consumer base that continues to opt out of red meat considerations, according to the recent NPR-Truven Health Analytics Poll that states two out of five Americans are eating less red meat today than three years ago.

New management team prepares for brand change

Barber, who has been a Boneheads franchisee, is spearheading efforts to bring on new talent, streamline operations and secure strategic partners across franchise sales, marketing and training.

Part of that "new talent" includes James Walker, who joins the team as a member of the board of directors, bringing restaurant and franchise experience, domestically and internationally to a brand that has global aspirations. With his ability to anticipate consumer needs, Walker will lead Boneheads into the next phase of development from the ground level, Barber said. Walker possesses nearly 20 years of experience in the foodservice and franchise industries, including his current role as CDO for Beef O'Brady's and The Brass Tap. He will play an active role in the day-to-day operations and the development of the Boneheads growth strategy.

In an effort to increase communication between the franchisees and the leadership team, Boneheads has named John Woods director of operations. He has more than 30 years of operations and foodservice experience, most recently as director of operations for The Krystal Company. Prior to Krystal, he worked with foodservice franchises such as Zaxby's, Mrs. Winners and Arby's. Woods will be responsible for creating a cohesive operation model that will translate to the current and future Boneheads locations, Barber said.

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