By johnnie 
The family-oriented burger and ice cream brand Friendly’s has encountered numerous challenges over the years, including widespread outlet closures, diminishing sales, and several bankruptcy filings. In positive news for enthusiasts of the nearly 90-year-old enterprise, the chain is poised for a resurgence in 2024, featuring new store openings, enhanced sales, and a comprehensive strategy to regain relevance.
Sherif Mityas, CEO of Brix Holdings, the parent company of Friendly’s, delineated the chain’s ambitious turnaround approach in a recent interview with Restaurant Dive. A significant element of the revival strategy is to the cuisine—Friendly’s has revamped its menu with distinctive innovations on traditional comfort food to enhance its appeal to contemporary patrons. In 2022, the company launched a new Cheese Skirt Burger featuring an extensive slice of fried cheese draping over the burger. Mityas informed the publication that the “Instagrammable” menu dish is both innovative and flavorful.
In acknowledgment of patrons who enjoy dipping their French fries in ice cream, Friendly’s has recently introduced the Fries ‘n’ Ice Cream Dipper sundae, which features a scoop of vanilla ice cream, a drizzle of chocolate sauce, fries, and a sprinkle of powdered sugar. Although the overhaul required considerable time to complete, the corporation expresses satisfaction with the menu modifications, asserting that they are contributing to its resurgence initiatives.
The menu revamp required around one year. We intended to proceed at a measured pace. We conducted extensive testing. However, we are currently rather content with its position. Mityas stated that it is evidently effective for us.
Renovations are a significant component of Friendly’s revitalization strategy. The chain has been progressively modifying the design of its restaurants to incorporate additional pastel hues and, in certain cases, contemporary paintings characterized by increased vibrancy and relevance, as stated by Mityas.
Friendly’s ice cream, previously situated behind a counter, has suddenly unveiled its ice cream display, allowing consumers to observe its selection of frozen confections. A newly opened restaurant in Orlando, Florida, boasts a wall dedicated to Friendly’s unique shakes, known as Fribbles.
The ice cream is visible. All toppings are visible in various confectionery bins. Mityas stated that children can create their own shakes at the Fribble wall. The objective is to present ice cream and confections, embodying the whimsical essence of Willy Wonka, prominently to guests, facilitating their engagement with the delightful offerings of Friendly’s.
Mityas stated that approximately 20% of Friendly’s stores have been remodeled, while an additional 20% are currently midway through the remodeling process. The remaining renovations are anticipated to be finalized during the following six to twelve months.
Alongside the menu revamp, restaurant renovations, and marketing efforts to draw new patrons, the final crucial element of Friendly’s resurgence strategy is to reestablish the chain’s growth trajectory. The chain once operated 800 sites at its peak but today operates approximately 100 eateries along the East Coast.
Mityas predicts that the number of Friendly’s restaurants will generally remain stable this year, despite the anticipated closure of several outlets in 2024 and the opening of others. Next year, Brix anticipates that Friendly’s will resume expansion, adding three to four new locations.
Mityas stated that we aim to expand judiciously, strategically, and financially.
Only time will reveal the long-term efficacy of Friendly’s resurgence project, although the company’s endeavors appear to be yielding positive results now. Mityas stated that the modifications have stimulated consumer traffic and attracted interest from franchisees, resulting in four straight quarters of positive same-store sales.