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Article: Big Boy grows up: Big Boy Restaurants International wants to build on its brand equity. (Brand Tactics).
- Article from:
- Chain Leader
- Article date:
- February 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Smoking or non?
That was just one of the dilemmas Anthony T. Michaels was facing a few weeks before the opening of Big Boy Restaurants International's new prototype in Grand Rapids, Mich., last month, part of a long overdue facelift. Michaels, the company's chief executive, wasn't worrying about customer reaction, exactly. He was fretting that franchisees, who operate the majority of Big Boys in Michigan, might be upset.
After all, coffee shops like Big Boy are among the few remaining places where lighting up isn't a crime. And with systemwide same-store sales up just 1 percent last year, the once-bankrupt chain needs all the smokers it can get.
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Article: Big Boy chain opening smoke-free prototype ...
Knight Ridder/Tribune News Service;
January 9, 2003 ;
700+ words
... ... challenge." Liggett and Anthony Michaels, Big Boy's chief executive, say ... calls the bad times, he and Michaels decided Big Boy was ready to grow. But with ... Tuesday cost about $860,000. Michaels said Big Boy held down expenses by using ...
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