Friendly's, an enduring American restaurant brand, has survived through strategic adaptations, including selling its Retail Ice Cream and Manufacturing business to Dean Foods in 2016. This partnership revitalized Friendly's, increasing the sales of its packaged ice cream by 105% since 2011 and expanding into supermarkets. However, the chain faced bankruptcy again in 2020 due to the COVID-19 pandemic and was acquired by Brix Holdings in 2021. Under Brix's management, Friendly's seeks to grow franchises into new regions with updated menus and modern marketing efforts.
The revamp efforts saw Friendly's into its next era - that is, until 2020. When the COVID-19 pandemic struck, restaurants were especially affected, including Friendly's.
Friendly's defied the odds, remaining afloat by integrating change - that is, by partnering with notable names in the food and beverage universe.
Dean Foods Company, a Dallas-based milk and dairy producer, helped recover lost profits by leveraging retail sales of Friendly's packaged ice cream and dessert products, which had risen 105% since 2011.
Adding Friendly's to its squad, Brix plans to expand franchises into Texas, as well as Orlando. Reviving the brand through remodels, menu edits, and modern marketing strategies.
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