New Frisch’s Big Boy CEO James Walker stresses he’s a builder, not a bean counter.
Last week, the iconic chain of diners tapped the 30-year restaurant veteran to take the helm of the company that hasn’t had a leader in more than a year as the COVID-19 pandemic shuttered restaurants nationwide and upended Frisch’s operations. Walker’s takeover comes at a critical time for Frisch’s and the industry as a whole. The American consumer is getting hammered by the highest inflation in 40 years and is skittish about the state of the economy.
Frisch’s is also facing pressure from soaring food prices, but consumers reevaluating their spending also poses an opportunity: If Frisch’s keeps the prices right, customers may keep Big Boy as an affordable luxury. The chain may even pick up some new fans shopping for a more cost-effective meal out with the family or friends.
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Walker says commodity prices and consumer sentiment are nothing new in the restaurant industry. He's well aware of the balancing act he’s in for. First on his plate: the menu – he’s not going to change a thing to customers' favorites like the classic Big Boy double-decker hamburger or the hot fudge cake.
Here are highlights from a Q&A with The Enquirer:
What’s your top priority in taking the helm at Frisch’s?
I’m coming in saying there are some things that our customers are very passionate about. How can we grow doing more of these things and how can we better the customer experience? This is not a situation where I’ve been brought in to look at spreadsheets… I’m not the guy you bring in to de-construct something – I’m the guy you bring in to build. You bring me in to find a way to accelerate growth.
What’s special about Frisch’s?
Frisch’s is a brand that’s built to last, that has stood the test of time. This is a brand that has shown it can weather difficult times. I think what is special is the very emotive place in the hearts of customers. (On the job or visiting stores) I always wear a Frisch’s logo shirt and the stories I hear are universally positive… I think there’s a real strength in that. From a business standpoint, here is a company that is second-to-none for name recognition where it’s competing.
Will you change the menu?
We’re not going to rebuild the Big Boy (burger)… we’re not going to re-engineer the tartar sauce. These items on the menu that (customers) are super passionate about, they are still going to find. … But we’ll look around those items and see what we can do to add new items and upgrades to make the customer experience better – as well as have brand new appeal to new customers.
You’re from Wisconsin, grew up in Florida and your last job was in New York. Did you know much about Frisch’s before getting this job?
I’m very family with Frisch’s. (Growing up) there were family road trips back to visit relatives in Wisconsin, taking us through Frisch’s territory and it became a very familiar brand in my younger years. (I was visiting) last year with no plans of joining the company and posted pictures on social media posing with a Big Boy.
What’s your favorite (Frisch’s) thing?
It goes back to my childhood. The hot fudge cake just takes me back to being young – and that was a splurge and something I looked forward to. I also really love the classic Big Boy burger.
Are you concerned about rising inflation?
We’re totally going to look at our supply chain. We’re doing everything we can to manage what’s going on with transportation costs and commodities (such as food supplies). That’s something all restaurants are going to face.
Are you worried that your customers are worried about inflation ‒ and the economy?
Our core customers are Baby Boomers and Gen Xers that appreciate our value. (This summer) for the first time in – nobody can remember – we sent out a coupon (via mail). We thought it was a great way to reach out to our core customers and – whether we’re in a recession or rumor of a recession – allow them to take advantage of some discounts at a brand they love.
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