Friendly’s Shrunk From 850 Restaurants To 87: Can Nostalgia Save It?

It doesn’t seem like it was that long ago that finding a Friendly’s restaurant was pretty easy. At the peak of its popularity, there were roughly 850 locations spread primarily through the Mid-Atlantic and Northeastern regions of the United States. Friendly’s became popular thanks to its relatively basic American menu, which includes burgers, fries, sandwiches, comfort food, and a huge selection of ice cream.

However, some 30 years after the peak of its popularity, there are only 87 Friendly’s restaurant locations left. That means about 90% of the restaurant footprint has disappeared. Yet Friendly’s hasn't disappeared from American life altogether. Its ice cream is still sold beyond the restaurants, the brand remains recognizable to generations of customers, and at least one marketing expert believes there is still “a lot of life left” in the company. While Friendly’s restaurant closures have lessened the brand’s footprint, some industry experts wonder if a Friendly’s comeback might be in the cards.

Friendly’s Started With A Five-Cent Ice Cream Cone

Friendly’s history dates back to 1935, when the first Springfield, Massachusetts location opened. Brothers Prestley and Curtis Blake opened a small ice cream shop called “Friendly.” Prestley was 20 years old, and Curtis was 18. Their original product was about as simple as it gets. They sold double-dipped ice cream cones for a nickel.

It didn’t take long for the company to expand. By 1940, the brothers opened a second location, and increased customer demand pushed them to add food to the menu. Hamburgers were among the first additions, turning Friendly’s from an ice cream shop into something closer to the family restaurant that customers would come to know.

Over the next 11 years, the Blake brothers opened eight more restaurants in Massachusetts and Connecticut. By 1974, the chain had reached 500 restaurants across the Northeast and Mid-Atlantic. The company's own history describes that period as the point when Friendly’s had become a major regional restaurant chain.

The Chain Eventually Became Much Bigger Than Its Original Region

In 1979, the Blake brothers sold the company to Hershey Foods. In 1988, Hershey sold the company to Tennessee Restaurant Company, and the chain continued to expand. By the mid 1990s, there were 850 Friendly’s restaurants throughout the United States.

That peak is important because it shows just how dramatically the company's footprint has changed. Friendly’s isn't a small regional chain that never quite got off the ground. It was once a substantial American restaurant brand with hundreds of locations. The premise was relatively straightforward. Guests could come for dinner, stay for ice cream, and celebrate birthdays and other special occasions at a price that worked for most families.

Friendly’s Has Been Through Bankruptcy Twice

Things became difficult, and Friendly’s filed for bankruptcy protection twice. The first filing came in 2011 and the second was in November 2020. The second filing came during the COVID pandemic, when in-person dining was disrupted by shutdowns and capacity restrictions.

By the time Friendly’s was acquired by Amici Partners Group in January 2021, the restaurant chain had about 130 locations. Amici said at the time that it intended to reinvigorate the brand instead of simply winding it down. The company's plans included bringing back popular Friendly’s menu items, developing new ice cream flavors, updating the guest experience, improving its app, and introducing a loyalty program.

The Problem Isn't That People Have Forgotten Friendly’s

While they’re operating at roughly 10% of their peak capacity, Friendly’s may not be relegated to the past.

Barbara E. Kahn, a marketing professor at the University of Pennsylvania's Wharton School, told Fox News Digital that some Friendly’s locations have appeared “old and tired” and haven't necessarily kept up with modern restaurant trends. However, she doesn't believe the brand itself is finished.

Kahn described the brand as having “positive DNA” that could be built upon, particularly because its ice cream remains such a strong part of its identity. Her argument isn't that Friendly’s should simply recreate the restaurant of 1995. It's that the company has something worth preserving while updating the experience around it.

Brix Holdings, the parent company that owns Friendly’s, is planning a cautious, strategic comeback. While the brand may never get back to having 850 restaurants, economists and industry insiders believe that there’s still something worth saving with the brand. Nostalgia is certainly powerful, but Friendly’s may need more than fond memories to increase its footprint.

Looking for stories that inform and engage? From breaking headlines to fresh perspectives, WaveNewsToday has more to explore.