Article

Friendly's opens fast casual concept

Friendly's Express will offer core menu items, shorter wait times and smaller check averages.

August 4, 2009 by Valerie Killifer — senior editor, NetWorld Alliance

The first of two planned Friendly's Express fast casual concepts has opened in Mansfield, Mass.

The company worked for nearly two years on Friendly's Express and launched the concept based on industry trends and consumer demand, said Jim Sullivan, Friendly's VP of Franchising and Development.

"If you look at the industry and the segments of the industry that are growing, fast casual is leading," Sullivan said. "We can offer something in concert with our food most other fast casuals can't. We have the benefit of the food component and the ice cream element to fill out the concept."

The Friendly's Express menu was designed around the components of cravability, speed and portability, and features a core selection of burgers, salads and SuperMelt sandwiches and Friendly's signature ice cream desserts.

The average wait time has been reduced to six to eight minutes from ordering to service, and the menu has been priced to keep orders under $10.

"Everything on the menu will be a bundle opportunity, but the goal is to target under $10. Entrees are from $5.99 to $7.99 and guests can add a beverage and/or a sundae for $2, still keeping (the check) under $10," Sullivan said.

After dine-in guests place their order at the counter, food is delivered to each customer's table. When guests are ready for ice cream, they place a numbered tag on the edge of their table and a food runner brings their desserts.

Future growth

Sullivan said the Mansfield opening marks the first of two Friendly's Express units set to open in 2009. Another five are planned for 2010, he said.

While the first several units will be company owned, Friendly's will aggressively promote its Express model for franchise development.

At 2,200 square feet, the smaller footprint of Friendly's Express will allow it to fit into a wide variety of retail formats. The kitchen has been scaled down to expedite the cooking process and includes the installation of a front-loading chain broiler to cook hamburgers and chicken more quickly.

The company's take-out packaging also has been changed to reflect the chain's focus on easier portability.

"This concept allows our customers to enjoy our great food in a short time period that fits their busy lifestyles," Sullivan said. "The concept works for our company because it allows us to expand rapidly into new real estate formats, while offering franchisees a property with a lower start-up cost and shorter turn-around time."

The first Friendly's Express has an indoor seating capacity of 42 with seating for 32 on the patio.