"What's Your Favorite Thing?"
|Industry||Restaurant, Casual dining, Drive-thru|
|Successor||NRD Partners I, L.P.|
1946 (serving Big Boys)
1947 (joined Big Boy)
|Headquarters||Cincinnati, Ohio, U.S.|
Number of locations
Number of employees
|Parent||NRD Partners I, L.P.|
Frisch's Big Boy is a regional Big Boy restaurant chain with headquarters in Cincinnati, Ohio. For many years a Big Boy franchisee, today Frisch's is the exclusive owner of Big Boy in Indiana, Kentucky, and most of Ohio and Tennessee and has no affiliation with Big Boy Restaurants International. In March 2017, there were 121 restaurants in Indiana, Kentucky, and Ohio. This includes 21 Big Boy stores in Cincinnati, 6 in Dayton, Ohio, and 6 in Louisville, Kentucky. Frisch's is the oldest, longest surviving regional Big Boy operator, excluding Bob's Big Boy in California, which was the original Big Boy restaurant and franchisor.
Frisch's previously owned numerous Golden Corral restaurants in Indiana, Kentucky, Ohio, Pennsylvania, and West Virginia but after closing six underperforming stores in 2011, Frisch's sold the remainder in March 2012.
Before Big Boy
In 1905, Samuel Frisch opened the Frisch Cafe in Cincinnati, Ohio. Five years later he closed the café and moved to the Norwood suburb of Cincinnati soon opening another café there. Success brought a new building in 1915 for the restaurant then known as Frisch's Stag Lunch. When the elder Frisch died in 1923, three of his sons, David, Reuben and Irving, continued operating the cafe; twenty-year-old Dave took his father's role.
In 1932 Dave Frisch sold his interest in Stag Lunch and opened his own Frisch's Café. Frisch's Café was a success and in 1938 a second location opened, this one across from the Stag Lunch. Frisch couldn't meet expenses of the Norwood restaurant and facing bankruptcy, both cafés closed in 1938. Fred Cornuelle, a local businessman counseled Frisch and provided money for a new restaurant. In 1939 the Mainliner opened on Wooster Pike in Fairfax. Cincinnati's first year-round drive-in, it was named after a passenger airplane that flew into nearby Lunken Airport. By 1944 a second Frisch's restaurant opened, designed to resemble George Washington's Mount Vernon home.
Becoming a Big Boy franchise
Immediately after World War II, Dave Frisch visited one of Bob Wian's Big Boy restaurants in California. Although he was unable to meet Wian, Frisch was impressed with the double-decker Big Boy hamburger and recognized the efficiency of two thinner beef patties cooking faster than a single thicker patty.
Unknown to Dave Frisch, Bob Wian was disturbed by drive-in operators outside California using the Big Boy name and hamburger without permission. To gain national trademark protection, Wian needed his Big Boy restaurants to operate in other regions of the U.S. When the two men later met, Wian offered Frisch a sweetheart deal of $1 per year for a four state territory. The territory included the Cincinnati tri-state region of Ohio, Kentucky and Indiana and added Florida to increase Big Boy's national span. Frisch accepted and became the first Big Boy franchisee.
Being the first franchisee, an ad hoc arrangement allowed Dave Frisch unique freedoms. His double-deck Big Boy hamburger was slightly different than Wian's. Dave Frisch also created his own Big Boy character: a thinner boy with reddish or blond hair, wearing striped rather than checkered overalls, presented in a running or skipping pose. Known as the East Coast Big Boy, this mark represented Frisch's and its licensees Manners and Azar's through 1969. Most Frisch's Big Boy restaurants still display statues from this design, albeit usually repainted with brown hair and checkered overalls. In 2017 a redesigned statue resembling the West Coast Big Boy was introduced.
Dave Frisch began selling Big Boy hamburgers in 1946 at Frisch's Mainliner Drive-In. After forging a licensing agreement with Bob Wian in 1947, the first Frisch's Big Boy Drive-In restaurant, "Big Boy One," opened on Central Parkway north of downtown Cincinnati.
In 1949, Frisch's opened its first restaurant in Kentucky, and, over the next decade, it expanded throughout southern Ohio and into Indiana. Early restaurants built during this time offered carhop services. In 1953 and 1954 Frisch's subfranchised Azar's Big Boy in Ft. Wayne, Indiana, and Manners Big Boy in the Cleveland, Ohio TV market. In 1955, Frisch's subfranchised northwest Ohio to Toledo brothers Milton and David Bennett, to operate under the Frisch's Big Boy name.
In 1960, 1966 and 1969 Frisch's licensed three Elby's Big Boys in the upper Ohio Valley area of Ohio.[note 1] After the death of Dave Frisch, a fourth Ohio Elby's Big Boy prepared to open in 1971, but Frisch's unexpectedly demanded much higher fees for the unit. In response, Elby's cancelled all ties to Frisch's and operated independently of Big Boy in Ohio, including in direct competition to Frisch's in the Columbus market. Protracted litigation followed as Frisch's sued Elby's  and eventually Shoney's for operating non-Big Boy restaurants in Frisch's Big Boy territory, while operating Big Boys in neighboring states. Overall, the lawsuits were unsuccessful and both Elby's and Shoney's dropped Big Boy affiliation completely.
In 1972, Frisch's purchased Kip's Big Boy which covered Texas, Oklahoma and areas of Kansas. In 1988, in exchange for allowing Elias Brothers to operate (former Elby's and Manner's) Big Boys in Ohio, Frisch's received Big Boy rights in parts of Tennessee and Georgia. Frisch's ended Kip's operations in 1991, and sold that territory as well as Georgia and Florida to Big Boy Restaurants International in 2001.
Frisch's released its branded tartar sauce to local grocery stores in 1960. Frisch's faced competition from numerous restaurants, both national and local. The Cincinnati McDonald's restaurants introduced the Filet-O-Fish in 1963 in an aggressive campaign against Frisch's.
David Frisch died in 1970, and his son-in law, Jack C. Maier was elected President and Chairman of the Board. When Maier retired in 1989, his son Craig F. Maier became President and CEO.
Influence on other franchisees
Larry Hatch, founder of Eat'n Park Restaurants in Pittsburgh, observed the Frisch's operation in 1948 in Cincinnati. Hatch was very impressed and quickly contacted Bob Wian about opening a Big Boy drive-in in Pittsburgh; Eat'n Park opened in 1949 as the second Big Boy franchisee. Eat'n Park chose not to renew its Big Boy franchise agreement in 1975.
Alex Schoenbaum, founder of Shoney's (originally known as Parkette Drive-In) became close friends with Dave Frisch. Frisch prompted Schoenbaum to become the Big Boy franchisee for West Virginia and introduced him to Bob Wian. The original artwork for the Parkette used the Frisch "East Coast" Big Boy character, and print advertisements for Parkette would switch off, using both designs through 1954. Shoney's eventually grew into Frisch's territorial boundaries causing Shoney's to drop Big Boy affiliation in 1984.
Both Eat'n Park and Shoney's, charter Big Boy franchisees, continue in operation today.
Frisch's created the "Brawny Lad" and "Swiss Miss" sandwiches which were added to the menus of most other Big Boy franchisees. The chopped sirloin sandwiches are distinctive for being served on rye buns. Frisch's "Filet de Sole" fish sandwich was also widely adopted by other Big Boy franchises. Where Bob Wian called a sandwich with french fries and salad item a "combination plate", Frisch's began calling it a "platter" such as a Big Boy Platter, followed by several other Big Boy chains.[note 2]
In 1983, Frisch's adding drive-thru service at many restaurants, although carhops were retained at a few Cincinnati locations. It added the soup and salad bar, and remodeled or demolished and rebuild older units. Frisch's closed their locations in Florida and all Kip's locations by the 1990s.
In 2000, Frisch's had the opportunity to purchase the national Big Boy chain, which was in bankruptcy, but declined the offer. Instead Big Boy Restaurants International purchased the national chain, then in 2001 paid $1.2 million for Frisch's territories in Florida, Texas, Oklahoma and Kansas, granting Frisch's perpetual ownership of the Big Boy mark in remaining territories. The bankruptcy threatened Frisch's right to operate and franchise Big Boy restaurants but was forever resolved by the separation. The separation also relieved tensions for Big Boy, who charged other franchisees royalties and licensing fees that Frisch's was exempt from. Frisch's franchise agreement with Bob Wian, which had no expiration, required a trivial $1 per year licensing fee.
Two Frisch's Big Boy concession stands opened in 2013 at Cincinnati's Great American Ball Park. An East Coast Big Boy statue repainted with a Cincinnati Reds uniform was placed near one stand, and in March 2017, the first of the redesigned Frisch's statues, likewise in Reds uniform, was added.
As of March 2017, Frisch's operates 96 Big Boy restaurants and franchises 25 to other Big Boy operators. Thirteen of the franchised restaurants—those located in northwestern Ohio—are owned and operated by Bennett Enterprises.
Frisch's was known for its "cherry" and "vanilla" Coke but switched to Pepsi products in December 2013. Frisch's cited receiving a better deal from Pepsi, while taste tests adding the same vanilla and cherry flavorings to fountain Pepsi were deemed acceptable. However the change stirred numerous protests at Frisch's Facebook page from customers unhappy with the loss of Coke. Frisch's noted that Toledo area franchised stores have served Pepsi for "a number of years". Big Boy Restaurants International previously switched from Coke to Pepsi in 2001, similarly citing a "great, interesting proposal" by Pepsi. However, Frisch's new CEO Aziz Hashim is exploring a return to Coke.
Sale of Frisch's Restaurants
On August 24, 2015 Frisch's was sold to an Atlanta-based private equity fund. The new owner, an affiliate of National Restaurant Development (NRD) Partners,[note 3] paid approximately $175 million to purchase outstanding shares of Frisch's stock.
The sale ended family operation and ownership of the Frisch's restaurant chain. Craig Maier, CEO and his sister Karen Maier, Vice President of Marketing, grandchildren of founder David Frisch, retired from the company. However both will remain active as franchisees, operating individual Frisch's Big Boy Restaurants. Other family members were not involved or were too young and expressed no interest in continuing the greater Frisch's legacy.
On September 4, 2015 Frisch's Restaurants, Inc. ceased to be a listed, publicly traded company. Aziz Hashim, CEO of NRD Partners, assumed Craig Maier's position as Frisch's President. In April 2016 Jason Vaughn was hired as CEO.
This is not the first dealing between the two organizations. In 2012 Frisch's tentatively sold its 29 remaining Golden Corral restaurants to NRD Holdings, the parent of NRD Partners. Golden Corral blocked the sale and repurchased the units instead.
The new owners plan to expand the chain's presence in existing and smaller markets—including expanding statewide in Indiana, Kentucky, and Ohio outside of Greater Cleveland (which is served by Big Boy Restaurants International) while taking advantage of its Big Boy rights in Tennessee by expanding into that state, including Nashville.[note 4]
In March 2017 Frisch's unveiled a restyled statue. The new statue resembles the original West Coast design with black pompadour hair and Big Boy hamburger hoisted atop one arm. The checkered outfit, however, is replaced with striped overalls including slingshot as used on the original East Coast Big Boy. Now displaying a healthy torso, the Big Boy's black and white saddle shoes are replaced with cap toed sneakers. The debut statue (wearing a Cincinnati Reds uniform) is placed at the Great American Ball Park; another is planned for an unnamed Frisch's restaurant. Frisch's will then swap the new statues for existing restaurant statues in need of repair.
Frisch's Big Boy hamburger
The Big Boy served at Frisch's is slightly different than those at other Big Boy restaurants. Where Bob Wian dressed Big Boy hamburgers with mayonnaise and red relish, Frisch later replaced these with tartar sauce and added dill pickles in his version and applied these in a different order. (Early Frisch's menus show that he used tartar sauce on hamburgers and cheeseburgers, but mayonnaise on his Big Boy hamburgers.[note 5]) Frisch's licensee Manners Big Boy used a similar tartar sauce on its Big Boy hamburger. The use of tartar sauce on Frisch's Big Boy hamburgers wasn't simply a matter of taste. Frisch recognized the use of a single combined condiment was simpler and faster. Later the Big Boy system adopted the idea, using the combined form of red relish and mayonnaise, commonly known as thousand island dressing, on Big Boy hamburgers.[note 6]
Commercials and slogans
In earlier years, Frisch's adaptation of the Big Boy caricature was slimmer, had blond hair topped with a cook's cap, cartoon-like eyes, slightly cherubic facial features, and wore striped pants instead of the traditional checkered bib overall-type pants used by Bob's Big Boy. In the 1960s both characters were redrawn incorporating common elements. Both mascots now sport the checkered pants and brown hair. The new Frisch's Big Boy graphic was drawn with the pompadour and lost the cook's cap but otherwise the facial features remain the same as in the 1950s. This allowed Frisch's existing fiberglass statues to continue in use, with hair and overalls repainted. It is the typical statue displayed at Frisch's today, though several units use the Bob's Big Boy statue.
Throughout the 1970s, Frisch's used the popular "Frisch's Has So Much More", which was also adapted and used by other Big Boy franchises across the country including the Frisch owned Kip's Big Boy restaurant chain in Texas, Oklahoma and Kansas.
In the mid-1980s, Marriott planned to retire the Big Boy character. As a publicity scheme, Marriott launched a "Should Big Boy Stay or Go?" campaign, asking customers at Frisch's and other Big Boy franchises to vote on whether or not the Big Boy should continue to be used for the trademark. Voters and loyal customers overwhelmingly voted that Big Boy should stay.
Slogan's used by Frisch's included, but were not limited to:
- "Frisch's Has So Much More" (1970s, also used by other Big Boy franchises.)
- "Gotta be Frisch's Big Boy! Oh what a value!" (early 1980s)
- "For me!" (early 1980s)
- "Nobody Takes Care Of You Like Big Boy" (1980s)
- "America loves its Big Boy" (late 1980s)
- "Frisch's starts with better stuff" (1990s)
- "What's Your Favorite Thing?"® (current)
A classic Frisch's jingle used on both Radio & TV in the 1960s went:
Stop and enjoy a big Big Boy,
a double-deck hamburger treat,
A national favorite, coast to coast,
So stop and enjoy a big Big Boy.
- 1960: Morristown, Ohio; 1966: St. Clairsville, Ohio; 1969: Steubenville, Ohio. After a fire, the Morristown store closed in 1965 and was replaced by the St. Clairsville restaurant. Unlike Frisch's subfranchises of Manners and Azar's, (and Elby's own subfranchise from Shoney's in West Virginia,) Frisch's did not grant Elby's territory, but licensed locations on an individual basis.
- The salad item used by Bob Wian was a heart of lettuce salad, while Frisch's used cole slaw.
- National Restaurant Development
NRD Holdings – founded by Aziz Hashim – are owners-operators of multi-unit franchised (primarily) fast food brands.
NRD Partners, also known as NRD Capital – a subsidiary of NRD Holdings – is an equity fund of Hashim and other multi-unit food franchisees focusing on franchisors. The fund acts by either achieving a controlling interest in a franchisor or outright acquisition of a franchisor, applying NRD's expertise to improve both franchisees' and franchisor's function and value, and finally receiving return by selling individual NRD owned stores to motivated employees, selling NRD's interest outright or taking the brand public.
- Frisch's Big Boy rights in Tennessee exclude a 19 county region centered about Knoxville, viz., Anderson, Blount, Campbell, Claiborne, Cooke, Cumberland, Fentress, Grainger, Hamblen, Hancock, Jefferson, Knox, Loudon, Monroe, Morgan, Roane, Scott, Sevier and Union counties.
Frisch's Big Boy rights in Ohio exclude a 7 county region about Cleveland, viz., Cuyahoga, Lorain, Medina, Summit, Portage, Geauga and Lake counties 
- An early undated Frisch's menu says "Big Boy Hamburger, 45¢, ...with Shredded Lettuce, Mayonnaise, Melted Cheese, Topped with Pickle". It also offers a "Regular Hamburger" and "Regular Cheeseburger", "with Lettuce and Tartar Sauce".
- Wian's red relish was a combination of sweet pickle relish, ketchup and chili sauce.
- "Big Boy lookalike event to celebrate Founder's Day". Fox19 Now. Retrieved October 8, 2016.
On Thursday, Frisch's Big Boy will be celebrating the birthday of its founder, David Frisch, by hosting a Big Boy lookalike event.
"Frisch's Founder's Day: Dress like Big Boy, get a Big Boy free!". Facebook. May 3, 2013. Retrieved October 8, 2016.
May 3 marks the second annual Frisch's Founder's Day and we want to celebrate Dave Frisch's birthday with you!
- "Request A Donation". Frisch's Big Boy. Archived from the original on March 3, 2017. Retrieved March 3, 2017. This is based on the "Select Store..." pull down menu which lists all the units.
- "Frisch's At-A-Glance" (PDF). frischs.com. Retrieved March 27, 2017.
- "History of Frisch's Restaurants, Inc.". International Directory of Company Histories. 35. St. James Press. 2001. Retrieved April 17, 2014.
- "Our Story: History". Retrieved 25 March 2017.
- "Frisch's Big Boy Celebrates Founder's Day May 3". [Official] Frisch's Big Boy of Northwest Ohio. Retrieved July 29, 2013.
Toledo brothers Milton & David Bennett purchased the franchise rights to build and operate Frisch's Big Boy restaurants in Northwest Ohio. Bennett Enterprises owns and operates 13 family-style restaurants with drive-thru service under the name Frisch's Big Boy.
- "Fire Guts Restaurant". Cambridge Daily Jeffersonian. October 4, 1965. Retrieved September 7, 2016 – via newspaperarchive.com.
- "Twice told tales". Barnesville Enterprise. Barnesville, Ohio. October 6, 2015. Retrieved September 7, 2016.
Fifty Years Ago – 1965 ... A fire that started in the kitchen of the Elby's Restaurant west of Morristown caused over $100,000 in damages.
- "...and NOW THERE ARE 3 Elby's [advertisement]". Cambridge Daily Jeffersonian. March 28, 1960. p. 7. Retrieved July 30, 2016 – via newspaperarchive.com.
- "Advertisement: Grand opening our 16th special". Cambridge Daily Jeffersonian. January 11, 1971. p. 9. Retrieved September 7, 2016 – via newspaperarchive.com.
- "Narcotics Evidence Is Found Illegal". Cumberland Evening Times. August 1, 1973. p. 27. Retrieved September 7, 2016 – via newspaperarchive.com.
- Frisch's Restaurant, Inc. v. Elby's Big Boy, 661 F.Supp. 971 (S.D. Ohio, E.D. 1987).
- "Frisch's loses appeal to stop Shoney's plans". Daily News. Bowling Green KY. April 28, 1985. pp. 10B. Retrieved June 8, 2013.
- "History". Frisch's Big Boy. Retrieved August 2, 2016.
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- Moore, Kara (2012), "All-American Tradition", WV Living Magazine (Spring 2012), retrieved July 29, 2012
- Biank-Fasig, Lisa (January 10, 2001). "Ohio turf gets larger for Frisch's". Cincinnati Enquirer. Retrieved September 5, 2016.
Craig Maier, chief executive of Frisch's, said the bankruptcy nearly cost the Cincinnati company its right to franchise Big Boys.
'In a bankruptcy proceeding, franchise contracts are considered to be no different than a contract to owe money,' Mr. Maier said. 'They could have said, "You are no longer [a] franchisee of the Big Boy system." '
- Kosdrosky, Terry (February 2001). "New Owner of Big Boy Gobbles Up Franchise Rights". Crain's Detroit Business. 17 (7). p. 32.
Frisch's no longer is a franchisee but retains the right to license Big Boy restaurants in most of Ohio and parts of Indiana and Kentucky no matter what happens to the parent company. Liggett paid Frisch's $1.2 million to give up its rights in the other states.
'We had to consolidate before going forward,' Liggett said. 'It was a real hodge-podge of rights and operations. Some licensees paid fees; some didn't. That's not good for organized growth. We cleared that up and reached a deal with clear delineation.'
- "Our History". Frisch's Big Boy. Retrieved April 7, 2017.
- Weldon, Casey (March 29, 2013). "What's new in 2013 at Great American Ball Park". WCPO. Retrieved April 7, 2017.
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- "Frisch's to Switch from Coca-Cola to Pepsi, Fans React Online". River City News. Covington, KY. December 30, 2013. Retrieved April 4, 2014.
- Cunningham, Libby (December 30, 2013). "Changing Coke for Pepsi: Frisch's makes the switch, hopes customers won't hold it against the eatery". WCPO (website). Cincinnati: Scripps TV Station Group. Retrieved April 4, 2014.
- "Big Boy Takes Pepsi Challenge, Drops Coke as Chain's Cola". Los Angeles Times. Los Angeles: Tribune Company. July 31, 2001. Retrieved April 4, 2014.
- "Frisch's new owner: favorites to stay, Pepsi in review". Cincinnati Enquirer. Retrieved December 9, 2015.
- "National Restaurant Development: About NRD". nrdiusa.com. Retrieved November 29, 2016.
- "NRD Capital | Franchise Funding". www.nrdcapital.com. Retrieved November 29, 2016.
- Ioannou, Lori (May 24, 2016). "The franchise king who wants to turn folks into millionaires". CNBC. Retrieved November 29, 2016.
- "NRD Completes Growth Equity Investment in Fuzzy's Taco Shop". PRWeb. February 26, 2016. Retrieved November 29, 2016.
- "Frisch's Restaurants Announces Transaction with Affiliate of NRD Partners I, L.P. at $34 Per Share" (Press release). Cincinnati: PR Newswire. May 22, 2015. Retrieved June 27, 2015.
- Coolidge, Alexander. "What's the future for Frisch's Big Boy?". Cincinnati Enquirer. Retrieved June 27, 2015.
[O]ther family members are not involved in the business and his own children are too young and expressed no interest in it.
- Byard, Katie. "Atlanta company buys Golden Corral restaurants". www.ohio.com. Retrieved December 9, 2015.
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- "Agreement Regarding Use of Trademarks". Law insider. January 16, 2008. Retrieved September 5, 2016.
The purpose of this Agreement is to acknowledge and confirm the scope and terms of the Intellectual Property Use and Non-Compete Agreement reached between FRISCH’S and BIG BOY on January 12, 2001 ... to enable the parties to continue operating under their respective rights in and to the BIG BOY trademark within certain defined geographic territories...
- Sewell, Dan (August 31, 2015). "New boss of Frisch's Big Boy restaurants plans expansion". Dayton Daily News. Retrieved September 2, 2016.
- Coolidge, Alexander (July 1, 2016). "Frisch's makeover goes beyond Big Boy". Cincinnati Enquirer. Retrieved September 2, 2016.
- "Meet Frisch's Big Boy". Frisch's Big Boy. Retrieved April 7, 2017.
- Weingartner-Monroe, Nancy (April 2017). "Frisch's Big Boy Loses His Checkered Pants". FranchiseTimes.com. Retrieved April 6, 2017.
- "Frisch's Big Boy - Timeline | Facebook". Facebook. 12 November 2015. Archived from the original on 22 July 2016. Retrieved 22 July 2016.
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