The Briad Group

Name

The Briad Group

Legal name

Briad Hospitality Management, LLC

Website

https://briad.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Hospitality Franchise Operations

NAICS

Real Estate Property Managers (53131), Management of Companies and Enterprises (55111)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-Facilities Support Management Services (8744)

akta.pro primary industry

Hospitality (Hotels & Resorts) Asset Management (BPAJAMAE)

Keywords

• Franchise restaurant operations
• Hotel hospitality management
• Travel center operations
• Commercial real estate development
• Quick-service restaurant franchise

Headquarters

HQ city

Livingston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Others

Revenue model

1. Restaurant Franchise Operations: Briad operates Wendy's quick-service restaurants as a franchisee, generating revenue through restaurant sales across 108 locations in New Jersey, Pennsylvania, and New York City.
2. Hotel Management & Operations: Briad develops, owns, and manages Marriott and Hilton branded hotels across New Jersey, New York, and Connecticut, generating revenue from hotel operations including rooms, food & beverage, and events.
3. Convenience Store & Travel Center Operations: Multi-brand travel centers combining Circle K convenience stores with fuel retail and quick-service restaurant anchors (Wendy's, Dunkin', Buffalo Wild Wings Go), generating revenue from fuel sales, convenience merchandise, and restaurant transactions.
4. Special Venues - Rooftop Experiences: Premium rooftop bar and lounge venues (The Bradford Rooftop, The Concourse Club) generate revenue through food, beverage, entertainment, and private event bookings.
5. Retail Lifestyle Center: The Promenade Shops at Clifton is a 160,000 square foot open-air lifestyle center that generates revenue through retail tenant leases across national, regional, and local establishments.
6. Construction & Development Services: Briad's internal construction division provides development services including market research, site selection, zoning approvals, construction management, design-build, and interior design for its own portfolio and select external projects.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

The Briad Group is a multi-unit franchise operator that owns and operates Wendy's quick-service restaurants, Marriott and Hilton branded hotels, and Circle K travel centers, alongside owned hospitality assets including The Promenade Shops at Clifton lifestyle center, The Bradford Rooftop, and The Concourse Club private events venue. Through Briad Construction Services, the company also performs in-house design-build and construction work supporting its own portfolio and external clients.

Product overview

The Briad Group is a multi-unit hospitality and franchise operator offering a diverse portfolio of quick-service restaurants (Wendy's), full-service hotels (Marriott and Hilton brands), multi-brand travel centers (Circle K with Wendy's, Dunkin', Buffalo Wild Wings Go), an open-air lifestyle shopping center (The Promenade Shops at Clifton), and elevated rooftop dining experiences (The Bradford Rooftop, The Concourse Club). The company also provides construction and development services. Founded in 1987, Briad operates across New Jersey, New York, Connecticut, and Pennsylvania with over 10,000 employees.

Differentiator

Problem solved

Functional benefit

Brands

• The Bradford Rooftop: Perched atop the AC Hotel in Bridgewater, NJ, the region's first and only rooftop destination. Known for its modern design, panoramic views, and vibrant social energy.
• The Concourse Club
• The Promenade Shops at Clifton
• Multi-Brand Travel Centers

Products and services

• Wendy's Franchise Restaurants
• Marriott Branded Hotels
• Hilton Branded Hotels
• Circle K Travel Centers
• The Promenade Shops at Clifton
• The Bradford Rooftop
• The Concourse Club
• Briad Construction Services

Quantifiable outcome

• Developed more than $1 billion in real estate through Marriott and Hilton branded hotels
• +4 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Circle KcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2025Briad partnered with Circle K under a new franchise development agreement that will more than double Circle K's presence in New York State. Beginning in early 2025, Briad will open 40 new Circle K locations across Upstate New York—joining the brand's existing network of roughly 30 stores. Each approximately 7,000-square-foot site is envisioned as a next-generation, multi-brand travel center featuring Circle K alongside leading quick-service restaurants.
• Wendy'scoreOEM/ Whitelabel/ Licensing PartnerBriad is a franchisee of The Wendy's Company, operating 108 Wendy's restaurants throughout New Jersey, Pennsylvania, and New York City. The relationship involves franchise fees, adherence to Wendy's operational standards, and access to the Wendy's brand, menu, and marketing support.
• Marriott InternationalcoreOEM/ Whitelabel/ Licensing PartnerBriad is a Marriott franchisee operating brands including Courtyard, Residence Inn, TownePlace Suites, AC by Marriott, and Element by Westin. Briad has developed more than one billion dollars in real estate and currently operates multiple Marriott properties across New Jersey, New York, and Connecticut.
• HiltoncoreOEM/ Whitelabel/ Licensing PartnerBriad is a Hilton franchisee operating Homewood Suites and Hilton Garden Inn brands. The company has found success developing and managing Hilton-branded hotels, earning recognition including the Hilton Award of Excellence and Outstanding Achievement Award.
• Dave Thomas Foundation for AdoptionminorOthersBriad proudly supports the Dave Thomas Foundation for Adoption, a nonprofit organization dedicated to helping children in foster care find permanent homes. Through annual fundraising efforts including in-restaurant campaigns, Frosty Key Tag sales, and donation drives, Briad contributes more than $500,000 each year to advance the Foundation's mission.

Scale indicators9 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• Delaware North: Large family-owned hospitality and food service company operating hotels, restaurants, and venues at airports, sports facilities, and parks. Comparable to Briad as a diversified, family-owned multi-segment hospitality operator.
• Aimbridge Hospitality: One of the largest independent hotel management and franchise operators in North America, managing Marriott, Hilton, and other branded properties. Comparable to Briad's hotel operations as a third-party operator of premium-branded limited-service hotels.

Regional players

• Trefethen Family Vineyards / Trefethen Hospitality: While not a direct peer, included as a regional/segment-relevant operator of premium hospitality experiences. Weak comparability—illustrating Briad's The Bradford Rooftop and The Concourse Club elevated-venue positioning in the Northeast nightlife market.

Others

• Sun Capital Partners: Private equity firm historically owning large franchisee platforms including Boston Market and Friendly's. Comparable to Briad as a holder/investor in franchise restaurant operators, providing relevant comps for valuation and exit paths.

Direct peers

• ARKO Corp: Multi-brand convenience store and fuel retail operator with GPM Investments and approximately 1,400 locations across the US. Directly comparable to Briad's emerging Circle K travel center initiative given its scale in the convenience/fuel space.
• Pyramid Hotel Group: Privately held hotel management company operating Marriott, Hilton, IHG, and Hyatt branded properties across the US. Comparable to Briad's hotel division in operating premium-branded limited-service and full-service hotels.
• HMSHost (Autogrill): Operates food, beverage, and retail locations in travel venues including airports and highway plazas. Comparable to Briad's multi-brand travel centers as a franchisee-operator of QSR brands in travel-related real estate.
• TravelCenters of America (BP): Operates travel centers across the US combining fuel, convenience, and full-service and quick-service restaurants. Directly comparable to Briad's planned multi-brand Circle K travel centers given overlapping format and customer base.
• Applegreen: Operator of motorway service areas and travel plazas combining fuel, convenience, and branded QSRs. Directly comparable to Briad's Circle K travel center concept in format, customer mix, and multi-brand food strategy.
• Flynn Restaurant Group: One of the largest multi-brand franchise restaurant operators in the US, holding franchise rights for Wendy's, Taco Bell, Pizza Hut, Arby's, and Panera. Directly comparable to Briad as a multi-unit QSR franchisee with similar scale and franchise-driven growth model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thebriadgroup
• Xx.com/briadcareers
• LinkedInlinkedin.com/company/the-briad-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Briad Group