THE BIG BITES PLATFORM
The Right Brand. The Right Location. The Right Partners.
Big Bites Group develops and expands food and beverage concepts by bringing together the commercial elements required for sustainable growth—from positioning and operations to locations, capital, talent, and community engagement.
WALMART • HOME DEPOT • AIRPORTS • HOSPITALS • STADIUMS • MILITARY • ENTERTAINMENT • TOURISM •
Leadership & Execution
Big Bites Group combines restaurant operations, strategic partnerships, brand development, finance, and multi-location execution.
Steve Muhlbaum
CEO
Steve Muhlbaum brings high-level restaurant operating credibility to Big Bites Group, anchored by his role as Chief Operating Officer of Out West Restaurant Group dba Outback Steakhouse. His experience leading operations within a major casual dining platform gives Big Bites Group the operational discipline, systems knowledge, and executional leadership required to scale Wing Riot across Walmart, Home Depot, and other high-traffic nontraditional retail environments.
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With more than 25 years of experience in multi-unit restaurant operations, finance leadership, brand profitability, labor modeling, food cost management, vendor coordination, staffing strategy, compliance, and operational execution, Steve understands what it takes to turn a restaurant concept into a repeatable, profitable, and scalable system. His background is especially valuable as Big Bites Group builds a restaurant platform designed for compact footprints, high-volume service, consistent customer experience, controlled operating costs, and disciplined multi-location rollout.
Steve’s leadership strengthens the foundation behind the Wing Riot expansion strategy by ensuring that growth is approached with the same rigor required in major restaurant operations. From site-level performance and staffing models to food cost controls, vendor alignment, training standards, and day-to-day execution, his expertise helps translate brand opportunity into operational reality.
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As Big Bites Group moves into large-scale retail and nontraditional environments, Steve provides the practical restaurant leadership necessary to support sustainable expansion. His role helps ensure that Wing Riot’s growth is not only compelling from a brand, celebrity, and retail partnership perspective, but also disciplined, executable, financially grounded, and built to perform at scale.
Steve Muhlbaum
Partner
Eric Dickerson is a Pro Football Hall of Famer, legendary Los Angeles Rams running back, and one of the most iconic athletes in NFL history. Widely recognized for his signature upright running style, power, speed, and unmistakable presence on the field, Dickerson became one of the most dominant offensive players of his era and remains a defining figure in professional football.
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During his historic career with the Los Angeles Rams, Dickerson established himself as one of the greatest running backs the game has ever seen. In 1984, he set the NFL’s single-season rushing record with 2,105 yards, a record that still stands today and continues to represent the highest standard of elite performance, endurance, discipline, and excellence. His ability to consistently break through defenses, carry the momentum of a team, and perform under pressure made him not only a franchise cornerstone, but a national sports icon.
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Beyond the record books, Eric Dickerson’s influence extends far beyond football. He is a symbol of Los Angeles sports history, athletic greatness, and brand power. His name carries instant credibility with fans, athletes, business leaders, and media audiences alike. As a Hall of Famer and one of the most respected figures in the NFL, Dickerson brings a legacy built on achievement, perseverance, leadership, and excellence at the highest level.
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Today, Eric Dickerson remains an influential voice in sports, business, and culture. His presence connects generations of football fans while continuing to represent the values that made him legendary: discipline, performance, competitiveness, and the ability to create lasting impact both on and off the field.
Joe Wallace
Founder & Chairman
Joe Wallace is an entrepreneur, investor, former professional athlete, and the founder of Big Bites Group. He brings decades of experience across sports, entertainment, consumer brands, technology, capital formation, and business development to the company’s mission of building and scaling the next generation of restaurant concepts.
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At Big Bites Group, Joe leads the strategy behind identifying high-potential food and beverage brands, securing nontraditional real estate, connecting concepts with influential athletes and celebrities, attracting strategic investment, and developing scalable expansion opportunities. His extensive relationships across entertainment, professional sports, retail, finance, and emerging technology give Big Bites a unique ability to bring together the people, capital, locations, and cultural relevance required to build powerful national brands.
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Joe began his career as a professional basketball player, competing internationally for nine years before transitioning into corporate leadership at American Express. Within its Sports and Entertainment division, he worked alongside leading athletes, entertainers, brands, and global partners. He later partnered with legendary attorney Johnnie Cochran to launch Cochran Sports, advising and representing elite talent.
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As an investor, Joe was an early and foundational backer of Proto Hologram, where he played a pivotal role in expanding the platform’s visibility and adoption. He helped introduce a network of prominent cultural and sports figures to the company, including Paris Hilton, Lil Wayne, Brittney Griner, Marshawn Lynch, Robert Griffin III, and Albert Pujols. This experience reflects his ability to align influential talent with emerging businesses in ways that create visibility, credibility, investment opportunities, and long-term commercial value.
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Through his family office, Joe has invested in more than 50 companies and helped facilitate over $100 million in capital across early- and growth-stage ventures. He also previously served as CEO of Von Dutch F&B Global, where he helped extend the internationally recognized lifestyle brand into new food and beverage categories.
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Across his career, Joe has consistently positioned himself at the intersection of culture, commerce, innovation, and investment. Through Big Bites Group, he is applying that experience to create culturally relevant restaurant brands, secure high-traffic expansion opportunities, activate celebrity and athlete partnerships, and build scalable food and beverage platforms designed for national growth.
Built Through a Broader Network of Specialists
Big Bites works with a broader network of restaurant operators, chefs, developers, designers, technology providers, manufacturers, legal professionals, financial specialists, retail partners, talent representatives, community organizations, and strategic advisers.
Restaurant Operations
Deep expertise in multi-unit restaurant management, financial leadership, and scalable execution models.
Retail Partnerships
Strategic introductions to national retailers and property owners with high-traffic growth potential.
Community Engagement
Building relevance beyond the transaction through youth programs and local partnerships.
Brand Strategy
Positioning, naming, and customer segmentation to define the concept's commercial opportunity.
Investor Communications
Positioning the opportunity for the right capital and facilitating introductions to family offices.
Technology & Automation
Integrating operational innovation and scalable technology solutions into the brand's footprint.