About Us

Since joining Sonny’s Franchise Company in 2017, James Yarmuth is responsible for the brand’s strategic vision and total performance of the franchise system. James is committed to Sonny’s core values and believes it is critical to continually evolve, perfect our craft, and fine-tune how we do business. Prior to assuming the role of Vice President at Sonny’s Franchise Company in 2017, James worked as a Leadership and Customer Experience Consultant at The Michelli Experience and founded a clothing retail shop in Colorado. James is a graduate of the University of Colorado, Boulder.

Bob Yarmuth was born in Louisville, Kentucky. He graduated from the University of Michigan and received his Juris Doctor from the University of Louisville. Bob became a Sonny’s franchisee in 1980. In 1991, Bob and his cousin, Jeff, purchased Sonny’s from Sonny Tillman, the chain’s founder. Bob served as CEO until 2020, and is currently the Chairman & Director.

Since joining the Sonny’s Franchise Company in 2001, Christie oversees talent and performance management, organizational culture, and human resource services. With more than 25 years of human resources experience, Christie is an expert at recruiting and developing talent and shaping organizational culture with a focus on building high-performing teams. Christie also is instrumental in delivering the Sonny’s customer experience by uniting all areas of the business with the needs of Sonny’s customer. Christie Schatz graduated from Florida State University with a BA in Social Science and an MS in Instructional Systems and Learning Technologies, with an emphasis in Human Performance Technology.

Peter Frey joined Sonny’s Franchise Company in 2019, having extensive experience in omni-channel marketing, product introduction, business strategy development and implementation in US and International markets. He is responsible for creating brand recognition strategies that build equity and deepen customer connections with the specific purpose to increase sales, traffic and love for the brand. He is experienced leading high performing teams across a variety of competitive industries, including Apple Leisure Group, Darden Restaurants, SeaWorld Parks and Saatchi & Saatchi. Peter holds a Bachelor’s degree in Advertising from the University of Florida and an MBA from Stetson University.

As Chief Operating Officer at Sonny’s Franchise Company, Billy Brewer leads the charge in creating guest experiences slathered in southern hospitality. As part of the Sonny’s leadership team, Billy keeps a steady eye on both corporate and franchise operations, while focusing on product quality and safety, training strategies, and building strong relationships with Sonny’s franchisees. He also oversees purchasing, and product development for the organization. With over two decades of leadership expertise in company and franchise operations, Billy joined Sonny’s Franchise Company in 2014 after serving multiple leadership roles at Chili’s on both the corporate and franchise side of the business.

Kris Larson joined Sonny’s Franchise Company in 2024 as Vice President of Franchise Development, bringing over 20 years of experience from brands like Dunkin’ Brands. Ace Hardware and Bojangles. He specializes in market expansion, franchisee recruitment, and optimization strategies. At Sonny’s, Kris aims to drive growth while maintaining the brand’s commitment to community, family, and Southern hospitality. His leadership supports both franchisees and the company’s overall expansion efforts.