What Happened to Friendly’s? A Look Into the Franchise’s History

Join us on a trip down memory lane, as we explore the origins of the family restaurant Friendly's, from its initial success to the challenges that shaped its journey over the years — and its current resurgence.

By Victoria CampisiStaff Writer

Updated 10:10AM • 02/22/24

Once a beloved and iconic fixture in the American dining landscape, the family restaurant chain Friendly's experienced a decline after facing a series of challenges. In this article, we'll explore the history of Friendly's from its humble beginnings as a local ice cream shop to its heyday as a nationwide franchise, as well as its unfortunate decline and current renaissance efforts.

The Sweet Beginnings of Friendly’s

Friendly's was founded in 1935 by Prestley and Curtis Blake in Springfield, Massachusetts. The brothers started with a simple concept — serving high-quality ice cream and delicious food in a family-friendly atmosphere. The idea quickly gained popularity, and Friendly's expanded its menu to include a variety of comfort foods, attracting families and friends for generations.

In the following decades, Friendly's grew into a successful franchise with locations across the U.S. The restaurant's signature dishes, such as the Fribble milkshake and the Jim Dandy sundae, became synonymous with the Friendly's experience. The brand's commitment to offering affordable and tasty meals in a welcoming setting made it loved by many loyal customers.

Challenges Faced by Friendly's

Despite its initial success, Friendly's faced a combination of challenges that eroded its once-strong presence in the restaurant industry:

Changing Consumer Trends: The evolving tastes of consumers, particularly a shift toward healthier options, posed a challenge for Friendly's. As more diners sought nutritious alternatives, the traditional comfort foods offered by Friendly's faced competition from health-conscious competitors.

Financial Struggles: Friendly's filed for Chapter 11 bankruptcy in 2011, citing financial difficulties. The company closed numerous underperforming locations as part of its restructuring efforts, leaving a significant dent in its overall footprint.

Intense Competition: The casual dining sector became increasingly competitive, with new players entering the market and established brands adapting to changing consumer preferences. Friendly's struggled to keep up with these dynamic industry shifts.

Changing Ownership: Friendly's changed hands multiple times, experiencing shifts in leadership and management strategies. These transitions sometimes resulted in changes to the brand's identity and core offerings, confusing loyal customers and diluting the brand’s original charm.

New Ownership and Friendly’s 2.0

In 2021, Acmi Partners Group and affiliated company BRIX Holdings finalized an acquisition of Friendly’s with a plan to give the franchise a facelift. The following year, Friendly CEO Craig Erlich said the company had plans to stabilize and ultimately grow the brand, despite a dropping unit count.

In 2023, BRIX Holdings hired Luke Mandola Jr. as vice president of franchise sales and development. It was revealed that one of Mandola’s first initiatives was to create a new Friendly’s 2.0 prototype to put the brand on “a fresh path for growth,” including new locations and franchise partners in the coming months.

Though it remains to be seen how these plans are coming along, it looks like Friendly’s run in the franchising industry isn’t over yet.

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