Mina Haque: Reviving Tony Roma’s Legacy
Mina Haque might not be the typical candidate for turning around a once-celebrated restaurant franchise, but her unique journey has positioned her to take on this significant challenge. A lawyer by profession with no prior experience in the restaurant industry, Haque embraced the role of interim CEO of Tony Roma’s in 2023. She was motivated by a desire to protect the brand and its investors’ interests, leading her to embark on a revitalization journey.
“I’m a very happy attorney,” Haque shared. “I still practice law, but I couldn’t turn them down — their investors wanted to protect their investment, and they liked how I think and my approach and leadership skills, and they wanted someone tested. So, here I am.”
This commitment marks the beginning of a robust comeback plan aimed at reinstating Tony Roma’s prominence in the competitive casual dining scene.
The Evolution of Tony Roma’s
Founded in 1972 in Miami, Florida, Tony Roma’s quickly became synonymous with its famous baby back ribs and a family-friendly atmosphere. At its pinnacle in the early 1990s, the franchise boasted 260 locations in the U.S., predominantly in Florida and California. However, changing consumer preferences and mounting competition soon inflicted a heavy toll. Over the years, the number of U.S. locations dwindled, leaving only six outlets in the U.S. compared to a greater presence internationally in regions from Guam to Germany.
Haque’s involvement with Tony Roma’s began in 2021 when she was initially hired to handle legal matters. What started as a simple legal task took a surprising turn when investors recognized her potential. She was soon offered a role as outside general counsel, which evolved into the CEO position in the summer of 2023.
A Fresh Perspective without Culinary Experience
Haque’s transition from attorney to CEO of a restaurant franchise is not typical, yet she sees it as an advantage. “I take the brand’s past as a lesson that can inform my decisions,” she notes. Her legal background provides her with essential analytical skills; she applies a methodical approach to navigating Tony Roma’s challenges.
Upon assuming her new role, Haque devised a comprehensive revitalization strategy titled Tony Roma’s 2.0, which is set for a full launch in late 2026. This initiative emphasizes a new, compact restaurant design designed to optimize both efficiency and profitability. The proposed 3,000-square-foot format starkly contrasts with the larger, outdated spaces that characterized previous locations.
Innovative Solutions for Modern Challenges
Haque’s vision for Tony Roma’s extends beyond merely resizing spaces; it integrates cutting-edge technology to enhance operations. “We want a smaller location,” Haque explains. “Our older restaurants have bigger square footage, and that’s no longer an optimized size.”
Leveraging artificial intelligence, the company plans to make informed location selections and operational decisions. Moreover, Haque firmly believes in embracing robotics for tasks such as inventory management and meal preparation. Rather than replacing the human aspect of dining, she perceives these innovations as tools to augment efficiency and ensure consistent quality.
Franchisees are already starting to notice the positive shifts since Haque took charge. “There have been noticeable changes in terms of franchise support on the store level since Mina became CEO,” says Suraj Shah, owner of a Tony Roma’s in North Carolina. “Now, there’s a lot more training and support.”
Expansion Plans on the Horizon
The initial strategies under Haque’s leadership are already yielding results, with plans to open a seventh domestic location in Tennessee later this year. Looking forward, Haque envisions more U.S. locations emerging, particularly in unique venues like casinos. “Tony Roma’s has done exceptionally well inside casinos,” she states, referencing a successful unit in Las Vegas.
Franchisees like Shah express confidence in Haque’s direction, heralding her leadership as pivotal in marrying the rich history of Tony Roma’s with a sustainable future. “I think she and her team do an amazing job of bringing forward that 2.0 vision while keeping the core identity of Tony Roma’s,” he emphasizes.
As Haque continues to steer the revitalization of Tony Roma’s, her unconventional journey illustrates that fresh perspectives can indeed breathe new life into beloved brands, paving the way for rebirth and renewed growth.
