Makeover transforms Big Boy into 'buff boy'

Frisch's Big Boy has grown up and the iconic mascot has been given a brand new look.

Gone are the checked pants and the chubby cheeks – Big Boy has turned into Buff Boy. And while he still sports his signature pompadour and clutches his suspender, he no longer is hoisting a hamburger as the Walnut Hills-based chain seeks to highlight its broad menu.

"Frisch's Big Boy is beloved in all the markets we serve and our goal is to increase that sentiment by moving the brand forward," said Frisch's CEO Jason Vaughn.

Downtown-based marketing and branding firm Northlich came up with the new look for the mascot.

Anne Mejia, Frisch's new executive vice president of marketing, said the new Big Boy is also making eye contact with customers rather than looking away. She added ditching the mascot's grip on a burger comes as Frisch's is trying to emphasize fresh foods that also includes all-day breakfast, soups, salads and premium hamburgers.

The mascot refresh is part of a raft of ongoing tweaks since the chain of 95 restaurants was acquired last year for $175 million by Atlanta-based private equity firm NRD Capital. The company will debut a new store look on Wednesday at its Covington location.

While the made-over mascot is prominently featured at the Covington store, the old Big Boy isn't going away entirely. The statue of the mascot has moved from the corner near the front door where customers are still encouraged to take pictures with the beloved character.