El Fenix prepares for growth with brand refresh

El Fenix prepares for growth with brand refresh

Firebird Restaurant Group CEO, Mike Karns, discusses the 95-year-old chain’s future.

The El Fenix restaurant chain, which celebrated its 95th anniversary in September, is proving that even an older concept has sprightly steps on the path to growth.

The popular regional brand was founded in Dallas by Michael “Mike” Martinez in 1918 and acquired by Dallas-based Firebird Restaurant Group LLC in 2008, when it had 15 units.

Firebird has added locations and expanded into other related concepts. It currently has 21 El Fenix restaurants in Nor

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