Friendly’s, Orange Leaf parents name Roberto De Angelis chief experience officer

De Angelis will oversee guest experience across six national brands

Amici Group Partners and Brix Holdings have named Roberto De Angelis chief experience officer for all of the companies’ brands. De Angelis is an industry veteran with over two decades of experience in a variety of leadership roles. His appointment as chief experience officer is effective immediately.

Before joining Friendly’s Restaurants and Brix, De Angelis worked for P.F. Chang’s in several positions. Most recently he held the title of chief operating officer of global development. In this role, he led concept and unit development, as well as the opening of restaurants in 30 countries.


De Angelis has gained extensive experience in several functional areas, including hospitality, training, food and beverage, culinary, operations, and international franchise development. In addition, he developed a critical set of knowledge and skill sets while working in the fine-dining, QSR and luxury-hotel segments.

“The addition of Roberto and the recent hiring of David Ellis as CMO position our brands with additional talent, resources, and experience to enable accelerated organic growth and new acquisitions,” said John Antioco, chairman and managing member of JAMCO Interests LLC, majority stakeholder of Amici and Brix Holdings.

De Angelis will be charged with the growth of Friendly’s Restaurants and the Brix Holdings brands, including Orange Leaf, Smoothie Factory, Red Mango, Souper Salad, RedBrick Pizza, Greenz Salads for Z’Adventurous and Humble Donuts, and report to Craig Erlich, chief executive & president of Friendly’s and Brix Holdings. The companies said De Angelis will oversee menu innovation, concept development, and the overall guest experience across the brands.


“At the heart of the dining experience at all of our establishments is a love for the food, friends, and the enjoyment in special surroundings,” said Erlich. “We are raising the bar on the promise of our brands with the addition of a forward-thinking leader like Roberto, who will reinforce and elevate our commitment to a stellar guest experience. We are confident that through his expertise and direction, we will see dramatic concept evolution and begin global expansion of our brands as early as next year.”

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