Press Room

January 02, 2013

Friendly’s Appoints Bradford L. Schiff EVP, Chief Marketing Officer

Chicago, July 20, 2012 – Friendly's Ice Cream, LLC announces that Brad Schiff has joined the well-known restaurant chain as Executive Vice President, Chief Marketing Officer, effective October 29, 2012.

Prior to joining Friendly’s, Mr. Schiff worked for nearly 20 years at the Ninety Nine Restaurants, a division of American Blue Ribbon Holdings, Inc., serving since 1997 as the Vice President of Marketing for the casual dining restaurant chain. While at the Ninety Nine Restaurants, Mr. Schiff developed a strategic marketing plan that helped build that brand into a regional powerhouse.

A native of Newton, Mass., Mr. Schiff also includes marketing management roles with increasing levels of responsibility at W.R. Grace, Ocean Spray Cranberries, Dunkin' Donuts, CPC International, and General Mills in his professional background.

“The casual dining experience that Brad brings to his new position will be instrumental as we continue to reposition the Friendly’s brand, said John Maguire, CEO and President of Friendly’s. “We know his leadership in these efforts will benefit both our brand and our guests.”

“Friendly’s is a family focused brand, said John M. Maguire, Chief Executive Officer, Friendly’s Ice Cream, LLC. Community involvement is important to both our customers and our team members. For more than 30 years, Friendly’s guests and employees have consistently embraced ‘Cones for Kids’. There is no better expression of our core values than our contribution to making a difference in children’s lives.”

About Friendly's Ice Cream LLC
Friendly's Ice Cream LLC is a new, vertically integrated restaurant company, with a legendary brand name, serving signature sandwiches, entrees and ice cream desserts in a friendly, family environment. Together with its broad franchisee base, the company has system-wide sales of over $550 million and distribution through over 7,500 retail locations. For over 76 years, Friendly’s restaurants and dedicated service teams have delighted generations of guests. For the future, Friendly’s has plans for new food and ice cream products, enhanced buildings, and new service channels.

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