Today we’d like to introduce you to Jamie Farnell.
Hi Jamie, so excited to have you with us today. What can you tell us about your story?
Beef Heads started as more than just a burger concept — it’s a full-circle story about turning a childhood nickname into a brand built on pride, family, and flavor. Growing up, I was teased for having a big head, and one day my mom misheard my sister and the other kids and said, “Stop picking on him and calling him Beef Head!” The name stuck — and years later, it became the inspiration for something much bigger.
I spent over two decades in engineering supporting roles and corporate business, but my true passion has always been food and community. After founding 2Good Virtual Concepts and launching multiple restaurant brands inside EMES Food Hall, I wanted to create something deeply personal — a brand that represented both hustle and heart. That’s how Beef Heads was born: a smash-burger and chopped-cheese concept inspired by real people in my life, with menu items named after family members who motivate me every day — like The Big Rich, named after my brother, a U.S. Army Lieutenant Colonel.
Today, Beef Heads operates inside EMES Food Hall in Clermont, Florida, which my wife and I proudly own. We’re expanding across Lake County and beyond, serving up crave-worthy favorites like our signature smashburgers and Beefed-Up Fries. Beyond the food, we’re building a digital presence with our animated series, Behind the Grill, which brings the story of Beef Heads to life.
What started as a childhood joke has grown into a movement — a reminder that sometimes the thing that once embarrassed you can become your biggest source of pride.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road — but every challenge has helped shape what Beef Heads is today. Like many small business owners, I’ve had to wear every hat imaginable: builder, marketer, cook, and problem-solver. From construction delays and equipment failures to managing costs and keeping staff motivated, the process tested my patience and my purpose more than once.
Coming from a corporate background, I had to learn how to navigate the restaurant world from the ground up. I didn’t have a big investor backing me — just a vision, my wife’s support, and a whole lot of faith. There were moments when things didn’t go as planned, when suppliers fell through or permits got delayed, but we kept pushing because we believed in what Beef Heads represented.
Every setback taught me something — how to pivot, how to lead, and how to stay true to the mission even when things got hard. It’s been far from easy, but that’s what makes it real. The journey gave Beef Heads its grit, and I think that’s part of what people connect to when they walk through our doors.
Thanks – so what else should our readers know about BEEF HEADS ?
Beef Heads is more than a burger joint — it’s a brand built on family, flavor, and authenticity. We specialize in smashburgers and chopped cheese sandwiches, made fresh and crafted with personality. Every item on our menu has a story behind it — from The Big Rich, named after my brother who serves as a U.S. Army Lieutenant Colonel, to our Beefed-Up Fries and NuggHeads, which our regulars can’t get enough of.
We operate inside EMES Food Hall in Clermont, Florida, which my wife and I own and manage together. What makes us different is that we’re not just serving food — we’re building a culture. Beef Heads represents resilience, family, and turning something negative into something powerful. It’s about taking the nickname that once embarrassed me as a kid and transforming it into a symbol of confidence and community.
Brand-wise, I’m most proud of how we’ve made Beef Heads personal. Every detail — from our signature cartoon mascot wearing the red beanie, to our digital series Behind the Grill — tells part of the story. We’re bringing personality back to food and using creativity and storytelling to connect with people beyond the plate.
Our goal is to expand and franchise Beef Heads across Florida and beyond, partnering with the right team of investors who believe in what we’re building — not just a restaurant brand, but a movement rooted in authenticity, family, and drive. Whether you’re coming in for a burger, watching one of our social media videos online, or just snapping a photo with the Beef Head himself, we want every experience to remind you that confidence and comfort can come from the same place — your story.
Contact Info:
- Website: https://emesfoodhall.com
- Instagram: https://www.instagram.com/beefheads_central_florida
- Facebook: https://www.facebook.com/share/17Y75hWNkz/
