A casual dining chain, once known for its ice-cream treats, burgers, and family-friendliness, has seen a significant reduction from operating about 850 locations to fewer than 100 in 11 states.
Friendly’s originated as the ‘Friendly’ ice-cream shop in Springfield, Massachusetts, founded by brothers Prestley and Curtis Blake in 1935 at the height of the Great Depression.
The enterprising brothers, then aged 20 and 18, initially sold double-dip cones for 5 cents. In 1940, they expanded with a second location, introducing food, with hamburgers as some of the first menu additions.
By 1951, the business had grown to 10 restaurants spanning Massachusetts and Connecticut. By 1974, Friendly’s had expanded to 500 locations across the Northeast and Mid-Atlantic regions. The chain became well-regarded for its desserts, burgers, and welcoming atmosphere as it continued to grow.
Friendly’s commemorated 90 years in business in 2025. Over the years, it added new food and dessert items, started distributing ice cream through supermarkets, set a Guinness World Record for the largest sundae in 1980, and changed its name to include an apostrophe and ‘s’ in 1989.
The company changed ownership several times and filed for bankruptcy twice. Hershey’s purchased Friendly’s from the Blake brothers in 1979 but sold it to Tennessee Restaurant Company nine years later. By the 1990s, Friendly’s had grown to approximately 850 locations.
Friendly’s first filed for bankruptcy in 2011 and again in November 2020. In 2020, then-CEO George Michel mentioned efforts to reinvigorate the brand, but faced challenges due to COVID-19, which caused revenue declines as dine-in services stopped and later reopened with restrictions.
Amici Partners Group, LLC acquired Friendly’s in 2021 with the intention of revitalizing the 130-store chain. Friendly’s branched out beyond restaurants by selling branded ice cream in grocery stores.
Currently, about 90% of Friendly’s restaurants have closed. There are 87 locations in 11 Eastern states, with 25% of these, approximately 22 restaurants, in Massachusetts.
Some Friendly’s outlets were seen as outdated and unable to keep up with modern trends, according to Barbara E. Kahn, marketing professor at the University of Pennsylvania’s Wharton School.
Kahn asserted that Friendly’s has ‘positive DNA’ and potential for revitalization. The brand’s legacy could attract customers, especially through nostalgia, but must adapt to evolving tastes. She suggests that adding non-meat options, healthy grains, and salads might help attract new customers.