Franchising
Friendly's getting friendly with fast casual prototype
Friendly's CEO describes why it was time for the brand to join the fast casual world.
January 28, 2022 by Cherryh Cansler — Editor, FastCasual.com
Friendly's has been around for decades, but that's not stopping the 87-year-old-brand from trying something new. And that "something new" is a protype opening next month in Westlfield, Massachusetts, which looks and operates like a fast causal concept.
Dubbed Friendly's Cafe, the restaurant won't have servers. Instead, customers will place orders at the counter or from their tables using their phones. Staff, directed by QR codes, will deliver food to each table, and the restaurant will feature a dedicated area for third-party orders.
"The current times call for a model like this to complement Friendly's existing traditional restaurants," Craig Erlich, president and CEO, told FastCasual. "Customers have many choices in how they dine and this new model provides them with various options."
It might be a smart move, considering that Friendly's had filed for its second bankruptcy in 10 years before Amici Partners purchased it for $1.9 million in January 2021.
"This new model provides guests the flexibility to order and pay at their own pace. It provides an opportunity for further menu and technology innovation to meet our customer's changing desires, while also still adhering to our mission of bringing family and friends around the table to make new memories," said Erlich, whose team has not only developed this model but has also been refreshing the chain's current locations as well as testing a ghost kitchen model in Philadelphia and curbside delivery in several locations.
"In 2021, we spent many resources on fixing equipment that was in much-needed repair and this year have planned to work on customer-facing projects," he said.
The chain has also been exploring a partnership with its sister brand, the Smoothie Factory Juice Bar, also owned by Amici Partners. Friendly's, for example, brought Smoothie Factory equipment to locations in North Haven and Vernon, Connecticut, where employees have been making drinks for online ordering and delivery.
Although Erlich is excited about the fast casual format, he's open to making changes based on what he learns at the Westfield store.
"We will be evaluating once it's open whether this format is the best way moving forward," he said. "While we do intend to open more, it is very important to ensure that the customers get the exact experience we are going for, so there may be some refinements along the way."
About Cherryh Cansler
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