Brix names Sherif Mityas CEO, Dawn Petite, Friendly’s president

New company chief to oversee Red Mango, Orange Leaf, Smoothie Factory, Friendly’s

Brix Holdings named Sherif Mityas chief executive officer and Dawn Petite, brand president for Friendly’s Restaurant Group. Mityas will now take charge of the restaurant brands of Brix Holdings and Amici Partners. He will oversee Friendly’s, Red Mango, Orange Leaf, Smoothie Factory, SouperSalad and Humble Donuts.

“When we expanded the Brix portfolio at the end of 2020, our vision was to first integrate our new acquisitions into our system and then lay the foundation to build each of our brands,” said John Antioco, chairman of Brix Holdings. “We strongly believe in the expansion of these leadership roles and their impact on our organization. We are confident Sherif and Dawn will deliver outstanding growth for our portfolio, especially as we continue to bring strong and successful franchise restaurant concepts to market.”

Mityas brings to the Brix CEO position a robust background in retail and restaurants. Previously, he served as the chief experience officer for TGI Fridays, as well as CEO of Hollywood Video/Movie Gallery. In 2020, Nation’s Restaurant News named Mityas one of the Top 10 Innovators in the restaurant industry in its annual Power List rankings.

“I’m honored for the opportunity to lead our world-class restaurant portfolio,” Mityas said. “We have an exceptional group of brands, team members and franchisees that will help drive our growth and success as we build for the future.”

Petite has been promoted to the newly-created role of brand president for Friendly’s Restaurants. Most recently, she served as chief operating officer for the brand. Her career spans 40 years, and at Friendly’s, started with her taking the position of operations manager.

Prior to her recent chief operating officer role, Petite was the chief operating officer for J&B Restaurant partners, one of the largest franchisee groups of Friendly’s.


“I’m thrilled to continue to lead this iconic brand with our passionate Friendly’s team members and franchisees,” Petite said. “Our team is looking forward to ensuring our loyal fans are treated to the joy of our unique blend of great food, ice cream and friendly service at each of our restaurants across the east coast.”

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