
On this episode of Give an Ovation, Sherif Mityas, CEO of BRIX Holdings, shares his approach to leveraging technology and innovation to elevate guest experiences across a portfolio of diverse restaurant brands. With a background in hospitality and leadership in brands like Friendly’s, Clean Juice, and Red Mango, Sherif offers a wealth of knowledge on how to balance personalization, speed, and consistency to deliver exceptional service.
Key Highlights:
The Power of Personalization in Guest Experience (1:05)
Quote: “It’s all about making guests feel valued on their terms—whether they want to grab and go, or stay and enjoy a meal with family, we need to tailor that experience.” – Sherif Mityas
Sherif dives into how tailoring guest experiences based on the specific occasion—whether it’s a quick visit or a long sit-down meal—is essential to delivering top-notch hospitality. He emphasizes that each moment of interaction must be customized to fit the guest’s needs.
Technology as an Enhancement, Not a Replacement (3:35)
Quote: “Technology is not here to replace hospitality; it’s here to enhance it, to help our teams provide even better service.” – Sherif Mityas
Sherif explains how technology should be used to support and enhance staff’s ability to deliver personalized service, rather than act as a barrier to human interaction. He discusses how BRIX Holdings is testing innovative tech, such as earpieces for staff, to provide a more seamless and personalized dining experience.
Consistency is Key to Loyalty (5:20)
Quote: “You don’t build loyalty with discounts. True loyalty comes from consistent, exceptional experiences.” – Sherif Mityas
Sherif highlights that real loyalty stems from consistently delivering great experiences. He stresses that while occasional mistakes can be forgiven, consistent underperformance is what drives guests away, making consistency across operations the top priority.
Personalizing Menu Items for Regulars (8:15)
Quote: “Imagine walking into your favorite restaurant, and the staff knows exactly how you like your dish prepared. That’s the future of personalization.” – Sherif Mityas
Sherif discusses the future of menu personalization and how BRIX brands are experimenting with tailored dishes based on guests’ preferences. By leveraging data, they’re able to offer customized menu items, making every dining experience feel unique.
Leveraging Ovation for Guest Feedback (9:33)
Quote: “With Ovation, we’re not just collecting feedback, we’re using it to improve guest experiences in real time.” – Sherif Mityas
Sherif explains how using Ovation’s feedback platform has been a game-changer for their brands, allowing them to gather immediate guest feedback and take swift action to improve operations and guest satisfaction.
Who Deserves an Ovation? (13:45)
Sherif gives a special shoutout to Dawn Petite, President of BRIX Holdings and a 44-year veteran of Friendly’s. He highlights Dawn’s invaluable leadership and dedication to the brand and the entire BRIX portfolio.
Learn More (15:10)
To follow Sherif Mityas and learn more about BRIX Holdings, you can reach him on LinkedIn or explore their brands through the BRIX website and various social media channels.
Thanks for reading! Make sure to check out the whole episode, as well as other interviews with restaurant gurus by checking out “Give an Ovation: A Podcast For Restaurants” on ovationup.com/podcast or your favorite place to listen to podcasts.