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Friendly’s and BRIX Gets New Chief Experience Officer

Restaurant industry veteran Roberto De Angelis was appointed to the newly created position of chief experience officer for Friendly’s Restaurants and BRIX Holdings. Both are part of Amici Partners Group.

In his new role De Angelis will oversee menu innovation, concept development, and the overall guest experience across six restaurant chains, namely Friendly’s Restaurants and the BRIX brands, which include Orange Leaf, Smoothie Factory, Red Mango, Souper Salad, RedBrick Pizza, Greenz Salads for Z’Adventurous and Humble Donuts. 

Prior to joining Friendly’s Restaurants and BRIX Holdings, De Angelis served in various roles for P.F. Chang’s during the course of 18 years, most recently as the chief operating officer of global development. Throughout his career, De Angelis has held positions in hospitality, training, food and beverage, culinary, operations, and international franchise development.

“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, the majority stakeholder of Amici and BRIX.