Boneheads Grilled Fish and Piri Piri Chicken, an Atlanta-based fast-casual restaurant concept, announces a new senior management team and board of directors, a critical first step in taking a concept with unrealized potential and charting a new course within a niche fast casual segment with no clear leader.
The new management team’s excitement for the brand’s potential is motivated by two key factors. One, its culinary influence – South African and Piri Piri flavors – offers the brand a distinct flavor profile that speaks to today’s more sophisticated dining out consumer. Two, the menu is a balance of fire-grilled seafood and chicken, which resonates with a consumer base that continues to opt out of red meat considerations, according to the recent NPR-Truven Health Analytics Poll that states two out of five Americans are eating less red meat today than three years ago.
New Management Team Readies the Brand for Change
The new chairman of the board, Ron Barber, brings a history as a Boneheads franchisee and a proven track record as a successful businessman. Barber brings his business acumen to the table, spearheading efforts to bring on new talent, streamline operations, and secure strategic partners across franchise sales, marketing, and training. His legacy experience as a Boneheads franchisee proves invaluable to a concept that’s ready to revolutionize every aspect of its business.
James Walker joins the team as a member of the board of directors, bringing extensive restaurant and franchise experience, domestically and internationally to a brand that has global aspirations. With his ability to anticipate consumer need, Walker will lead Boneheads into the next phase of development from the ground level. Walker possesses nearly 20 years of experience in the foodservice and franchise industries, including his current role as chief development officer for Beef O’Brady’s and The Brass Tap. He will play an active role in the day-to-day operations and the development of the Boneheads growth strategy.
In an effort to increase communication between the franchisees and the leadership team, Boneheads welcomes John Woods as director of operations. Woods has more than 30 years of operations and foodservice experience, most recently as director of operations for Krystal company. Prior to Krystal, he worked with foodservice franchises such as Zaxby’s, Mrs. Winners, and Arby’s. Woods will be responsible for creating a cohesive operation model that will translate to the current and future Boneheads locations.
“We feel we have assembled a team that has the ability to take a promising concept and position it as a leader in the category, scaling it in a shrewd, but aggressive manner,” Barber says. “Of course, this is the starting point, but look for us to move quickly in a number of areas in the coming months. We’re excited, and we anticipate our existing and new franchisees are going to embrace the new Boneheads.”
Boneheads offers fresh alternatives to the conventional dining out options, featuring fire-grilled chicken and seafood entrees, South African inspired Piri Piri sauces in a premium fast casual environment. With these additions to the leadership and operations team, Boneheads begins its brand revitalization, focusing on strategic franchise growth and marketing initiatives that will assist in strengthening and building the brand and its franchisees domestically and internationally.
“Ron is being thoughtful in the talent he’s securing with little regard for the size of the brand today because he believes in its potential tomorrow ... as I do,” Walker says. “We have so many assets to leverage, and we believe we are in the right place at the right time as America takes on a more health conscious mindset and a more educated palette.”