Heritage brand Tony Roma’s, the world’s largest casual dining concept specializing in BBQ favorites, turned over a new leaf in late August with the appointment of Mohaimina “Mina” Haque as its first female CEO. Under Haque’s leadership, Tony Roma’s is reinventing itself as a “52-year-old startup,” driving strategic transformation through optimized operations, a focus on innovation, and continued international growth.

Haque, a seasoned attorney with a deep understanding of business and franchise law, has been instrumental in the brand’s decision-making process. Serving as Tony Roma’s outside counsel since 2021, she stepped into the role of interim CEO in 2023, revamping the brand’s ESG initiatives and laying the groundwork for future development.

While her legal background is an unconventional start for a CEO, Haque believes it gives her a unique perspective on business challenges and leadership. The analytical framework she learned in law school has helped her navigate complex issues—a skill that translates well into hospitality, particularly in analyzing franchise agreements and gaining an inside perspective on the restaurant business.

“My lawyering style is not just about providing advice but looking for areas of improvement, so running the legal department of a 52-year-old company was invigorating,” Haque says. “Being appointed as CEO is an opportunity for women and the unique perspectives they bring. The barriers I’ve faced have become strengths, allowing me to challenge traditional approaches in the restaurant industry.”

One of Haque’s top priorities is realigning Tony Roma’s offerings with ever-evolving consumer preferences. She remains committed to honoring the items that have made the brand iconic to its loyal fan base—like the award-winning baby back ribs—while simultaneously reinventing the menu for modern diners.

“We want to stay true to our legacy and continue being a household name, but also remain pioneers in one of the fastest-moving industries,” Haque explains. “Our baby back ribs are at the heart of this brand, and while we preserve that essence, we’re also introducing new menu items that resonate with younger generations, creating a bridge between nostalgia and innovation.”

Another focus is improving the brand’s operational systems, which are deployed across 20 countries. Haque aims to streamline processes, reduce inefficiencies, and increase productivity to remain competitive in today’s challenging market. She works closely with franchise partners worldwide to understand their specific needs.

“There’s room to standardize the Tony Roma’s experience through operational streamlining, but we’re also mindful of local preferences,” she says. “We’re extremely close to our franchisees, with operations directors in each region understanding what local markets need to stay competitive and keep customers coming back.”

Haque also plans to enhance Tony Roma’s sustainability efforts. She has already identified ways to reduce the brand’s carbon footprint, including implementing energy-efficient practices, responsibly sourcing ingredients, and improving procurement. Encouraging female franchise ownership and supporting underrepresented entrepreneurs is another key initiative.

“Being the first female CEO of this brand shouldn’t start and end with me,” Haque says. “The legacy I want to leave is having more female franchisees. Ownership in this industry still lacks proportional representation of women, and by leading with a sustainability mindset, we hope to set a new standard for responsible business practices.”

Haque believes having an agile mindset is essential for Tony Roma’s success. She embraces adaptability and innovation in a post-pandemic world, understanding that the decisions her predecessors made cannot be static.

A recent example of innovation is Tony Roma’s newest quick-service concept, Bones and Burgers, in Tampa, Florida, which opened in December 2022. Haque sees this bite-sized grill, located near a busy airport, as a potential model for future expansion. It is the only quick-service concept serving Tony Roma’s traditional ribs and burgers, and Haque envisions its growth both domestically and internationally.

“Bones and Burgers can fit into flexible settings across various regions, and I’d like to see it expand,” she says. “For our legacy brand, I see a lot of growth potential. We’ll establish a corporate store and then grow in markets where we already have brand familiarity, eventually expanding to new locations.”

For Haque, one of the most surprising aspects of her journey in both the legal and restaurant sectors has been learning about her customers and collaborating with them to create an enhanced hospitality experience.

“As lawyers, we often get buried in briefs, but I’ve enjoyed the communal aspect of creating something for a broader audience,” she says. “I’m still in the legal world, but now I find my zealous representation extends to my clients in the restaurant industry and the communities we serve. I represent them by creating memorable dining experiences.”

Haque’s advice for female entrepreneurs, whether in law or hospitality, is to trust their unique strengths and not shy away from nonlinear opportunities. True leadership, she says, comes from stepping outside one’s comfort zone, embracing challenges, and being willing to virtually knock on doors through online networking—all it takes is one response to change everything.

“Don’t be afraid to share your authentic self,” Haque advises. “Your presence can help create a more inclusive and diverse environment. Innovation thrives on diverse ideas, so don’t be scared. I’m a firm believer in creating your own space and opening up your own opportunities. Step away from the conventional and start embracing unprecedented paths.”

Interested in Learning More?

Tony Roma’s is actively seeking passionate and experienced individuals to join their growing franchise family. If you’re looking for a rewarding business opportunity with a brand that stands for delicious food, excellent service, and a commitment to guest satisfaction, then franchising with Tony Roma’s might be the perfect fit for you. Visit us today to learn more about their franchise program and take the first step towards bringing legendary ribs and hospitality to your community. https://vffranchiseconsulting.com/brand/fb-tony-romas/