Boneheads Grilled Fish & Piri-Piri Chicken Unveils New Store Design and Major U.S. Expansion Plans

Unique Franchise Fast Casual Adds Five New Units & Six New Area Developers

Atlanta, GA (PRWEB) December 20, 2011 - Armed with a refreshed menu and store design, Atlanta-based Boneheads Grilled Fish and Piri Piri Chicken, best known for their unique, light menu, has recently unveiled their new store design and detailed plans for rapid expansion in the U.S.

The initial idea behind the redesign was to reduce the franchisee investment, streamline the operation and make the concept more approachable. “Given the state of the economy, our goal was to lower the build out cost while solidifying the operation and increasing the overall customer experience,” said Clay Carson, Chief Executive Officer of Boneheads. “We went back to basics, really identified what our core values are and the new look of the concept drew itself at a unit cost reduction of 40%. “ The dining experience now matches the menu profile.

The new changes have resulted in digital menu boards, P.O.S. system and an inviting new interior look. Inspired by Key West scenery and attitude, the new look is decidedly “coastal / casual”.

Most exciting about the recent changes is the addition of six new area developer groups and six new restaurants. East Memphis, scheduled to open on December 22nd, being the first. Look for additional new locations in Tampa, Long Island, Austin and the Chicagoland areas. The new ADs have purchased the development rights for parts or all of NY, NC, SC, GA, FL, TN, LA, AL, MS, AR, IL, IN, WI and TX. “We are extremely impressed by the quality and experience our new AD partners are bringing to the table, they are true professionals and very passionate about the brand,” said Managing Partner Joe Amodio.

Not resting on their recent successes, Boneheads is developing two major new menu initiatives scheduled to debut this winter and is currently involved in a complete rebranding project. “The new store design changes inspired several new menu items that are complimentary to the existing flavor profile. The feel, the look is reflected on the plates, the idea is to create dishes that take you feel-good places”, said Scott Vogel Boneheads Director of Operations.

Boneheads was founded in Atlanta in 2006 by Raving Brands. The franchise program was dormant for almost four years before until the franchise company was taken over by a group of franchise veterans led by Joe Amodio and Clay Carson in November 2010. After a lengthy rebuilding process, this unique concept was re-launched in April of this year. Look for early 2012 store openings in Tampa, Chicago, Austin, and Long Island.

About Boneheads

Headquartered in Atlanta, GA, Boneheads is a national franchise of fast, casual grilled fish and Piri-Piri restaurants. With four locations in three states, the concept offers over 30 menu items that are less than 300 calories and 10 grams of fat at an average cost of $11 or less per entree. Boneheads is operated by franchise professionals who have developed over 1000 restaurants, for more information visit or contact Clay Carson 281-235-0475.


Clay Carson



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