Friendly’s parent company taps award-winning brand leader to bolster marketing strategy and innovation across restaurant portfolio
BRIX Holdings, the multi-concept franchising company behind Friendly’s and a portfolio of beloved restaurant brands, today announced the appointment of Erik Jensen as vice president of marketing.
A seasoned marketing executive with a proven track record for leading high-impact omnichannel campaigns, Jensen brings a unique blend of agency and in-house experience to the role. He previously held senior leadership positions at Denny’s and Keurig Dr Pepper, and has led major accounts at Foote, Cone & Belding and DDB. Over the course of his career, he has led digitally driven growth, full-funnel marketing strategies and category-disrupting activations resulting in Effie, Cannes Lion and ADDY awards.
“Erik brings vast experience working with iconic brands and restaurant leaders, paired with a strategic approach that aligns with our long-term growth projections,” said Sherif Mityas, CEO of BRIX Holdings. “His expertise in developing breakthrough marketing campaigns and strengthening connections with guests will be instrumental as we continue to elevate our portfolio and pursue new opportunities.”
In his new role, Jensen will lead marketing strategy, brand development, innovation and consumer engagement efforts across Friendly’s and BRIX’s family of brands.
“Returning to the restaurant and hospitality sector feels like a homecoming,” Jensen said. “BRIX’s entrepreneurial energy and the rich heritage of brands like Friendly’s offer compelling opportunities to build, experiment and directly influence momentum. I look forward to contributing to the continued evolution and success of these iconic concepts.”
Friendly’s Restaurants is an iconic American brand serving signature entrées, burgers, sandwiches and handcrafted, specialty ice cream desserts in over 100 friendly, full-service restaurants. For 90 years, Friendly’s Restaurants and their dedicated service teams have delighted generations of guests by offering everyday value on great-tasting food and ice cream creations. Friendly’s Restaurants is a portfolio brand of BRIX Holdings, LLC, a multi-brand restaurant management and franchising company based in Dallas. Friendly’s Restaurants has plans to introduce new and innovative food and ice cream offerings, bright new restaurants and unique ways to reach and satisfy guests. For additional information, please visit FriendlysRestaurants.com or follow Friendly’s on X, Instagram and Facebook.
BRIX Holdings, LLC is a Dallas-based multi-brand franchising company specializing in chains with superior products and attractive growth prospects. BRIX Holdings focuses on brands that are both attractive to the rapidly expanding single-unit owner/operator franchise market segment and have the potential to grow into national and international award-winning chains. The current BRIX Holdings portfolio includes Friendly’s, Clean Juice, Orange Leaf, Red Mango, Smoothie Factory + Kitchen, Souper Salad and Humble Donut Co.. For more information about BRIX Holdings, visit the website here.