The famous Frisch's Big Boy gets a new look and makes his debut at Great American Ball Park. The Enquirer/Sheila Vilvens
The next Star Wars movie isn't the only thing returning amid great anticipation.
In a move akin to a viral movie trailer, Frisch's Big Boy this week boldly marked its next territory right off Fountain Square.
One of Cincinnati's iconic brands, Frisch's Big Boy announced last summer it would open its first Downtown restaurant since 2004. The new store is in Carew Tower at 441 Vine Street, but faces Fifth Street across the street from Macy's.
The sign promises a spring opening for hungry patrons.
Atlanta-based NRD Capital bought Frisch's in 2015, after three generations of management by the local Maier family. They have given Big Boy a makeover, among other changes to the brand. The company has also added a line of premium "PrimeTime" burgers and appetizers joined the menu for the first time.
After assuming control, NRD Capital managing partner Aziz Hashim vowed to keep Frisch's true to its heritage, while adjusting its menu and strategy to win it new fans.
One of the earliest changes was financial: NRD Capital sold, then leased back dozens of company-owned locations. That move generated cash to pay for the debt-backed takeover, but also to plug back into the slow-growing business. The new owner also hired Jason Vaughn, a Yum! Foods and Wendy's veteran, to lead the institution.