Big Boy named franchisees

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Historic Big Boy franchisee logos
Logos of historical Big Boy franchisees.
Franchisees were once required to use their own name with the Big Boy name and character. Some changed logos periodically and these show designs used while a Big Boy affiliate, most dating from the mid-1950s to the mid-1960s. Eat'n Park, Shoney's and JB's are no longer affiliated with Big Boy. Logos for Adler's, Arnold's, Bud's and Chez Chap were not available to the artist.

The Big Boy name, concept, menu, and mascot were originally licensed to a wide number of regional franchise holders. Because many of the early franchisees were already in the restaurant business when joining Big Boy, "Big Boy" was added to the franchisee name just as the Big Boy hamburger was added to the franchisee's menu. In this sense, it is confusing when referring to a chain, as each named franchisee was itself a chain and Big Boy could be considered a chain of chains.

People tend to know Big Boy not simply as Big Boy, but as the franchise from where they lived such as Bob's Big Boy in California, Shoney's Big Boy in the south, Frisch's Big Boy in much of Ohio, Marc's Big Boy in the Upper Midwest, Elias Brothers' Big Boy (or sometimes just Elias Brothers') in Michigan, among many others.

Each regional franchisee typically operated a central commissary, which prepared or processed foods and sauces to be shipped fresh to their restaurants.[1][2][3][4] However, some items might be prepared at the restaurants daily, such as soups and breading of seafood and onion rings.

Through the 1950s and 1960s, the emphasis changed from drive-in restaurant to coffee shop and family restaurant. New franchisees without existing restaurants signed on. A larger standard menu was developed. Most adopted a common graphic design of menus and promotional items offered by Big Boy but personalized to the franchise. Stock plans of restaurant designs were provided by Los Angeles architects Armet and Davis or Chicago architectural designer Robert O. Burton and modified as needed.

In the 1960s, Big Boy and other drive-in restaurants could not compete with the spreading fast food restaurants such as McDonald's and Burger King. Big Boy built its last drive-in in 1964, and by 1976, only 5 of the chain's 930 restaurants offered curb service.[5] Big Boy redefined itself as a full service restaurant in contrast to fast food. Nonetheless, in the late 1960s and 1970s, Bob's, Shoney's, and JB's also opened Big Boy Jr. stores, designed as fast food operations that offered a limited menu. Sometimes called drive-ins, these junior stores did not use carhops.[6][7][8] In 1993, Marc's Big Boy similarly developed Big Boy Express stores using dual drive-thrus and no interior dining area.[9] Two Express stores were built, offered for sale a year later and closed in 1995.[10][11]

Bob's Big Boy in Burbank, California
Bob's Big Boy restaurant in Burbank, California

Several franchises also held Kentucky Fried Chicken franchises and sold that chicken in their Big Boy restaurants; these included Marc's,[12] McDowell's,[13][14] Lendy's and one or more Shoney's subfranchises. The practice was discouraged, and Big Boy eventually provided a similar scheme of selling buckets of take-out chicken, marketed as Country Style[15] or Country Cousin Chicken.[16] Franchises who resisted the change were forced to remove Kentucky Fried Chicken menu items and physically relocate those operations.[14] However, Marriott sold "Pappy Parker Fried Chicken" in Bob's Big Boys;[17] the Marriott owned brand was also sold in the company's Hot Shoppes and Roy Rogers Restaurants,[18][19] and later Marriott Hotel Restaurants.[20]

Big Boy's origins as a drive-in restaurant required a much smaller investment to open and much lower costs to operate: a small building having no dining room or limited counter space. Thus, persons of modest assets could become Big Boy operators. It was the profits from these operations that allowed not only additional drive-ins but also operators to build modern restaurants with large, pleasant dining rooms. Many of the early successful franchisees would not have assets (converted to present value) sufficient to join Big Boy today.

By 1979, there were more than a thousand Big Boy restaurants in the U.S. and Canada and about 20 franchisees. Shoney's, Elias Brothers, and Frisch's—charter franchisees—controlled the vast majority.[21] These mega franchisees paid practically no fees, e.g., Frisch paid $1 per year for its core four state territory. After Bob's, the four original franchisees (in order) were Frisch's, Eat'n Park, Shoney's (originally called "Parkette") and Elias Brothers, all clustered near the state of Ohio. All, including Bob's, remain in operation today, albeit Elias Brothers is simply known as Big Boy, and Eat'n Park and Shoney's dropped Big Boy affiliation in the 1970s and 1980s.

Big Boy developed named franchisees in several ways. Very quickly, the Big Boy name and even the Big Boy character were being widely used without permission. Bob Wian, needing Big Boy restaurants operating in multiple states to maintain national (U.S.) trademark protection, offered very generous franchise agreements to Frisch's, Eat'n Park and Parkette (Shoney's). In 1952, Wian instituted a formal franchise process, and Elias Brothers became the first such "official" franchisee, paying Wian 1% of sales. Bob Wian also settled trademark infringements allowing the rogue operator to become a licensed franchisee, such as McDowell's Big Boy in North Dakota.[22] Franchisees were permitted to subfranchise; these early subfranchisees often used their own name and operated independently: Frisch's licensed Azar's, and Manners; Shoney's licensed Adler's, Arnold's, Becker's, Elby's, Lendy's, Shap's, Tune's, and Yoda's.[23][24] (An eastern Pennsylvania Elby's franchisee briefly operated as Franklin's Big Boy before dropping Big Boy.)

Acquisitions and mergers also occurred. In the early 1970s, Frisch's acquired Kip's Big Boy; JB's acquired Vip's, Kebo's, Leo's and Bud's which were rebranded JB's. Shoney's acquired the Missouri territory previously assigned to Tote's. After buying Big Boy, Elias Brothers bought Elby's and TJ's. Elby's was unique in leaving and rejoining the Big Boy system. When Marriott purchased Big Boy (Wian Enterprises) in 1967, this included Bob's Big Boy. The name "Bob's" would be used by all Marriott-owned Big Boys and became common in parts of the eastern U.S. and elsewhere, far away from Bob's historic territory.

Frisch now owns the "Big Boy" name in a defined four-state region, and its franchisee Azar closed in 2020. Bob's is a licensed Big Boy Restaurant Group. Many of the other former franchise owners (Shoney's, particularly) have expanded into the former territories of other franchise holders.

After buying the Big Boy system from Marriott, Elias Brothers planned to phase out franchise names,[25] only generally realized by Big Boy Restaurants International after 2000.[26] This was intended to strengthen the trademark but also prevent defections, such as happened with Shoney's Big Boy retaining identity as Shoney's.[27][28] The same occurred with Eat'n Park, Elby's, Lendy's, JB's, and Abdow's who kept their names after leaving Big Boy. Big Boy now permits operators to informally identify by location, such as Tawas Bay Big Boy in East Tawas, Michigan.[29]

Unlike most modern franchises, the historic Big Boy franchisees differed somewhat from one another in pricing and menus. After purchasing Big Boy in 1987, Elias Brothers intended to standardize the name and menu, but Bob's, Frisch's, and McDowell's (now known as Bismarck Big Boy) continue to offer distinctions from the standard Big Boy menu.[30]

Roster of named operators

Notes

References

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