Aug 06,2009
Friendly’s to Open First Friendly’s Express Restaurant in Mansfield, Mass. August 5
New concept marks chain’s entrée into the fast-casual
category
WILBRAHAM, Mass.; August 4,
2009 – Friendly’s, a
family dining chain of more than 500 restaurants, announced today that the
company’s first Friendly’s Express unit, a new fast-casual concept, will open
in Mansfield, Massachusetts on August 5, 2009.
Friendly’s
Express offers customers everything they love about Friendly’s, made faster –
an average of 25 minutes per visit, versus 45 minutes at a traditional
Friendly’s. The restaurant features a limited menu of Friendly’s favorites – like
SuperMelt™ Sandwiches, Big Beef® Burgers, salads and kids’ meals –
and, of course, Friendly’s signature ice cream desserts.
The
short service time (an average of six to eight minutes from ordering to
service) makes Friendly’s Express perfect for quick but satisfying office lunch
breaks, and easy for moms out running errands with their children. While guests will place orders at the
counter, food will be delivered to each customer’s table, eliminating the need
for moms to juggle food, kids and shopping bags when picking up food at a
counter. When guests are ready for ice cream, they can place a numbered tag on
the edge of their table and a food runner will bring them their desserts.
The
smaller footprint of Friendly’s Express allows it to fit into a wide variety of
retail formats, from strip malls and lifestyle centers. The first Friendly’s Express has an
indoor seating capacity of 42 with seating for 32 on the patio.
“Friendly’s
Express is a win-win for our customers and for our company,” said Jim Sullivan,
Friendly’s Vice President of Franchising & Development. “This concept allows our customers to
enjoy our great food in a short time period that fits their busy
lifestyles. 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.”
Friendly’s
designed a custom kitchen to expedite the cooking process. The bright, cheery Friendly’s Express
design incorporates the signature Friendly’s red elements throughout, along
with bright tiles and custom pop-art of Friendly’s ice cream creations.
“We worked hard for over a year on
Friendly’s Express, talking with consumers and franchisees to hone the concept,”
continued Sullivan. “They talked
and we listened, delivering a new concept that we all believe in. Friendly’s Express symbolizes the
momentum and future of our brand.”
About Friendly Ice Cream Corporation
Friendly Ice
Cream Corporation is a vertically integrated restaurant company serving
signature sandwiches, entrees and ice cream desserts in a friendly, family
environment in more than 500 company and franchised restaurants throughout the
Northeast. The company also manufactures ice cream, which is distributed
through more than 4,000 supermarkets and other retail locations. With a 74-year
operating history, Friendly's enjoys strong brand recognition and is currently
revitalizing its restaurants and introducing new products to grow its customer
base. For additional information please visit www.friendlys.com.
Friendly’s on
Facebook: http://www.facebook.com/pages/Wilbraham-MA/Friendlys/140794460174
Friendly’s on
Twitter: http://twitter.com/EatAtFriendlys
You can also contact our Guest Service Center at (800) 966-9970 or visit our Contact Us Page
