The Briad Group
- Company typePrivate
- Founded1987
- HeadquartersLivingston, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
The Briad Group firmographics
Firmographics- 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
The Briad Group industry classification
Industry- 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
Where The Briad Group is headquartered
LocationHeadquarters
- HQ city
- Livingston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Briad Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Others
Revenue model
- 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.
- 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.
- 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.
- 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.
- 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.
- 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
The Briad Group product offering
Product offeringCore 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
Companies that use The Briad Group
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles6 records
The Briad Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Briad Group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Circle KcoreBriad 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'scoreBriad 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 InternationalcoreBriad 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.
- HiltoncoreBriad 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 AdoptionminorBriad 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
The Briad Group competitors and assessment
Company assessmentBroad 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
The Briad Group social profiles
Digital presenceThe Briad Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Briad Group leadership team
Management profileNumber of profiles
Profiles3 records
The Briad Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Briad Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Briad Group
What does The Briad Group do?
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.
Is The Briad Group a public or private company?
The Briad Group is a private company. It is classified as family owned and is currently operating.
When was The Briad Group founded?
The Briad Group was founded in 1987. It employs 101 to 250 people.
Where is The Briad Group based?
The Briad Group is headquartered in Livingston, United States, in the North America region.
How does The Briad Group make money?
Six revenue lines are on record. Restaurant Franchise Operations are the primary driver. The others are hotel Management & Operations, convenience Store & Travel Center Operations, special Venues - Rooftop Experiences, retail Lifestyle Center and construction & Development Services.
Who are The Briad Group's main competitors?
Broad incumbents on record are Delaware North and Aimbridge Hospitality. Trefethen Family Vineyards / Trefethen Hospitality is listed as a regional player. Sun Capital Partners is listed as an others. Direct peers are ARKO Corp, Pyramid Hotel Group, HMSHost (Autogrill), TravelCenters of America (BP), Applegreen and Flynn Restaurant Group.
Does The Briad Group have an API?
No public API is recorded for The Briad Group.
What industry is The Briad Group in?
The Briad Group's product category is Hospitality Franchise Operations. Its primary akta.pro industry code is BPAJAMAE, Hospitality (Hotels & Resorts) Asset Management. Its NAICS code is 53131 and its SIC code is 6531.