He’s not hard to spot, but soon you won’t see him anymore.
Big Boy, the iconic chubby little boy wearing checkered red and white overalls slinging a double-decker cheeseburger, will be replaced with a lesser-known character named Dolly.
The Southfield-based restaurant chain has launched a new marketing campaign called WhoisDolly.com to introduce their new mascot.
Dolly was a fictional character dating back to the 1950’s, when the Big Boy comic book series was first introduced. Dolly, forever the one behind the camera, has a long history of interviewing the stars including Britney Spears, N’Sync and countless others is ready to step out from behind the camera and become the next icon.
“Dolly has been a life-long friend of Big Boy, but never the star. Starting next Monday, we’re making Dolly the star and celebrating with the release of a brand-new chicken sandwich.” Says Jon Maurer, Vice President of Marketing, Big Boy. “The chicken sandwich battle has become a phenomenon and on July 6th - National Fried Chicken day, we plan to win the battle once and for all and with a new star paving the way.”
Big Boy was founded in 1936 and Big Boy Restaurant Group, LLC is based in Southfield, Michigan. The company operates and manages franchises of Big Boy, Bob’s Big Boy restaurants in Michigan, Ohio, California, North Dakota.