News Briefs

A fast-casual burger chain seeks to improve customer experience and support growth with video-based feedback from mystery shoppers.

Wayback Burgers is partnering with tech-enabled mystery shopping and customer experience improvement firm Reality Based Group (RBG) in an effort to refine its customer service, operational efficiency, and brand consistency.

"We're eager to hit the ground running with RBG," said Patrick Conlin, president of Jake's Franchising LLC, the parent company of Wayback Burgers. "The insights we hope to glean from this system will be immediately used to elevate the service we're able to provide our customers and, more importantly, ensure it's consistent no matter which restaurant they visit."

[READ MORE: Dave's Hot Chicken boosts customer reviews with video data]

Wayback Burgers has experienced significant growth in the U.S. and internationally and also seeks to support its strategic growth plans using mystery shopping data from RBG.

"Wayback Burgers has built a legacy on serving crave-worthy burgers and creating unforgettable guest experiences," said Josh Stern, CEO of Reality Based Group. "With our tech-driven video mystery shopping solution, we're excited to help them take their customer experience to the next level. This partnership is all about ensuring that every visit to Wayback Burgers is as exceptional as their menu."

Established in 1991 in Newark, Del., Wayback Burgers is fast-casual restaurant chain offering hand-made burgers, hand-dipped milkshakes, and a variety of options like chicken sandwiches, hot dogs, salads, and sides such as fries and onion rings. The company emphasizes community involvement, offering fundraising opportunities and supporting local causes.

SRS Real Estate Partners has brought a power player into its Atlanta office.

Local market veteran Brittany McCall has joined the Atlanta office of the large real estate advisory firm as a senior vice president and will focus on project leasing and expanding the company’s owner services platform.

Her two decades working in Atlanta has seen McCall handle leasing and landlord representation for many high-profile projects in town such as Inman Quarter, West Paces Shopping Center, Modern Midtown, and The Olmsted.

Before joining SRS, McCall served as a managing member at Vantage Realty Partners, where she played a key role in the company’s leasing initiatives with institutional landlords as well as private ownership groups that included Cousins Properties, South City Partners, Tishman Speyer, and Loudermilk Companies.

“Brittany’s market knowledge and ability to navigate complex leasing strategies are key strengths that align with our retail platform,” said SRS managing partner Henry Poer. “She brings a strong track record of delivering value to property owners while also understanding the needs of tenants in today’s evolving landscape.”

McCall is an avid supporter of the Alzheimer’s Association and participates in several professional organizations, including the International Council of Shopping Centers and the Atlanta Commercial Board of Realtors.

A direct-to-consumer “active recovery” footwear brand is entering the physical retail arena.

OOFOS will open its first brick-and-mortar retail experiences across the United States. The locations will launch in May and June at Pentagon City in Arlington, Va., the Mall of Georgia in Buford, Ga. and the Florida Mall in Orlando, Fla. The brand says the new store locations were chosen for their “strong market potential.”

Launched in 2011. OOFOS is known for its proprietary "OOfoam" technology, which absorbs 37% more impact than traditional footwear, and is designed to absorb impact and stress on the body, according to the company said. OOFOS initially focused on a core line of sandals, and has since expanded its product offerings to include clogs and other types of shoes.

At OOFOS stores, customers  will be able to try on a range of OOFOS footwear, including the newer OOmy Stride and OOmy Zen styles and a variety of open-toe and closed-toe styles featuring OOfoam technology. A; are designed to absorb impact and reduce stress on the body.

[READ MORE: Foot Locker to be acquired by Dick's Sporting Goods for $2.4 billion]

OOFOS says the retail launch follows the success of its DTC and wholesale channels as well as pop-up locations that the company has executed around the country, including along the last stretch of Boylston Street at the Boston Marathon for the past few years. Wholesale partners include Dick's Sporting Goods, Nordstrom, Fleet Feet, REI and others.

"We've always believed in building smart, sustainable growth," said Lou Panaccione, co-founder and CEO of OOFOS. "With these new retail locations, we are starting small and being intentional with our strategy, with the goal of complementing our existing DTC and wholesale channels while also offering an additional touch-point to share our mission of helping people feel better.”

Three new tenants are slated to occupy the former Sears space at a popular Michigan mall.

Dick’s House of Sport, Round1 Bowling and Arcade, and Primark will fill the space at Twelve Oaks Mall in Novi, which has been vacant since 2019, according to a report from the Detroit Free Press. Dick's House of Sport, which offers guests playing surfaces and areas for testing out equipment, plans to occupy the majority of the lower level of the old Sears, while the entertainment venue and the Ireland-based fashion retailer will split the upper level.

The Dick’s House of Sport will mark the first location for the concept in Michigan. Round1 and Primark each operate one other location in the state, both at Great Lakes Crossing Outlets in Auburn Hills.

Scott Lofton, general manager of Twelve Oaks Mall, told the Free Press that Primark and Round1 could open in the first half of 2026, with the Dick's House of Sport coming by the fourth quarter of 2026.

[READ MORE: Dick’s Sporting Goods delivers record Q1 sales, maintains outlook]

Owned and operated by Taubman Centers, Twelve Oaks Mall first opened in 1977 and is anchored by Macy’s, Nordstrom, and JCPenney. The 1.5 million-sq.-ft. indoor center is home to approximately 180 retailers and restaurants.

Warby Parker is launching a mobile tool based on its proprietary AI to help customers find frames that fit their face as well as style preferences.

The omnichannel eyewear brand is partnering with digital creative agency Kettle to roll out Advisor, a mobile AI  solution which delivers tailored recommendations based on facial dimensions like shape, width and nose bridge, as well as personal style.

Customers can use Advisor with a face scan in the Warby Parker iOS app. Kettle helped the retailer design the tool and conceptualized future versions in an effort to improve how customers discover and interact with Warby Parker’s products. Advisor is now out of pilot and available to all iOS users.

"We're excited to introduce Advisor, our new online tool that leverages proprietary AI to instantly recommend frames based on each shopper’s unique facial features and personal style,” said Dave Gilboa, co-founder and co-CEO of Warby Parker: "It’s a completely new way to shop for glasses—and makes the experience convenient, personalized and fun. The early feedback and engagement has been overwhelmingly positive, and we can't wait for more shoppers to experience Advisor for themselves."

Advisor is the latest tech-enabled offering from Warby Parker. Other solutions  include the brand’s augmented reality-based Virtual Try-On and custom frame fitting iOS app features. The retailer says it is trying to bridge the gap between online and in-store experiences. 

[READ MORE: Warby Parker improves frame fit with AR]

"Advisor marks an important step forward in digital retail and we're proud to help bring it to life with Warby Parker," said Lauren Kushner, CEO of Kettle. "This new AI-powered tool is just the beginning of a smarter, more personal way for customers to discover and shop."

Firehouse Subs is expanding its presence south of the border.

The fast-casual sandwich chain has announced a new development agreement with Mexican restaurant operator Foodplay to open 100 restaurants in Mexico over the next five years. Foodplay is set to open the first Firehouse Subs restaurant this year in Monterrey, Nuevo León, followed by additional openings in the metropolitan area. Other major cities across the country are being targeted for the expansion.

"We believe Firehouse Subs has tremendous potential in Mexico's growing sandwich market," said Duncan Montero, Latin American & the Caribbean president of Restaurant Brands International (RBI), parent company of Firehouse Subs. "We're excited to bring Firehouse premium subs, heartfelt service, and community-centered mission to new guests throughout the country."

Firehouse Subs has over 1,300 restaurants across the United States, Canada, Switzerland, Mexico, Albania and the United Arab Emirates, with plans to open its first restaurants in Brazil and Australia later this year. The new agreement with Foodplay will bolster its international portfolio.

"We are honored to grow the iconic subs brand in Mexico and are fully committed to its success,” said Braulio Lopez, chief operating officer at RBI. “This expansion is not only about bringing high-quality, bold, and delicious subs to the region, but also about creating hundreds of jobs and long-term career opportunities."

[READ MORE: Chipotle to make Mexico debut in 2026]

Founded in Jacksonville, Fla. in 1994 by two former firefighter brothers, Firehouse Subs is known for its premium sandwiches.

RBI operates over 32,000 restaurants in more than 120 countries and territories under its Tim Hortons, Burger King, Popeyes and Firehouse Subs brands.