Friendly’s sale completed, changes include new menu items and ice cream flavors

Amici Partners Group, LLC (“Amici”), an entity comprised of restaurant investors and operators who have been involved with casual dining chains for more than 25 years, has completed the acquisition of Friendly’s Restaurants. Comprised of 130 corporate-owned and franchised restaurant locations, Friendly’s has been a fixture on the East Coast for more than 80 years, and the Amici group plans to continue to keep all locations open, delighting guests and preserving thousands of restaurant-workers’ jobs.

“The investors of Amici Partners Group, LLC have been involved with the Friendly’s Restaurant brand in many capacities over the years, not only as owners/operators and leaders in the system, but also as longtime loyal customers of this iconic brand,” said Craig Erlich, President and CEO of Amici Partners and its affiliated company BRIX Holdings, LLC, a multi-brand franchising company. “Based on our personal connection to the chain, strong investment capabilities, and seasoned management team, we believe we will be able to continue to reinvigorate this much-loved brand for both loyal patrons and new customers alike.”

Friendly’s Restaurants have been known by serving signature sandwiches, burgers and ice cream desserts. According to the new ownership, they will be bringing back many of Friendly’s favorites while also focusing on menu innovation, including new ice cream flavors, reestablishing Friendly’s as a family-friendly destination, and delivering an elevated guest experience, as well as enhancing Friendly’s app for online ordering, take-out, delivery and a new loyalty program.

“Friendly’s holds a special place in the hearts of its many loyal patrons, and we look forward to nurturing that legacy and creating new programs and menu items to meet the changing needs of our customers,” added Erlich.