Iconic Friendly's Chain Being Sold To Connecticut Firm

CONNECTICUT — The iconic Friendly's restaurant and ice cream chain is being sold amid a filing for Chapter 11 bankruptcy protection.

Friendly's parent, Massachusetts-based FIC Restaurants Inc. announced Monday it has reached an agreement to sell "substantially all of its assets" to New Britain-based Amici Partners Group. Amici is an entity "comprised of experienced restaurant investors and operators who have been involved with some of the most well-known (quick service) and casual dining chains for more than 25 years."

Amici is currently affiliated with BRIX Holdings, a multi-brand franchising company with "national and international experience in the restaurant industry." Brix-owned brands include Red Mango Yogurt Café, Smoothie & Juice Bar, Smoothie Factory Juice Bar, Souper Salad, RedBrick Pizza and Greenz.

Nearly all of Friendly's 130 corporate-owned and franchised restaurant locations are expected to remain open — subject to COVID-19 limitations. "Thousands" of corporate-owned restaurant team member and franchisee jobs will remain intact after the sale, according to the announcement.

The Chapter 11 filing was made "to facilitate an efficient sale process" and Friendly's has requested a hearing in mid-December to approve the sale.

According to the announcement, Friendly's has "sufficient cash on-hand" to continue operations.

"Over the last two years, Friendly's has made important strides toward reinvigorating our beloved brand in the face of shifting demographics, increased competition, and rising costs," said George Michel, the CEO of FIC restaurants. "We achieved this by delivering menu innovation, re-energizing marketing, focusing on take-out, catering and third-party delivery, establishing a better overall experience for customers, and working closely with our franchisees and restaurant teams. Unfortunately, like many restaurant businesses, our progress was suddenly interrupted by the catastrophic impact of COVID-19, which caused a decline in revenue as dine-in operations ceased for months and re-opened with limited capacity."

Friendly's recently announced it is combining an old-school concept with new technology to test out a unique curbside ordering and pickup system and further combat the coronavirus pandemic.

The test restaurant is in Vernon on state Route 83, or 103 Talcottville Road. The program is called Drive-Up Ordering on the Friendly's website.

Friendly's officials said the new system for purchasing takeout orders is "completely contactless" and operates like a "virtual drive-through." Consumers can review a menu board and access Friendly’s Drive-Up Ordering digitally from a QR code posted at select parking spots in the parking lot. Clear instructions are posted on large signs.

The menu includes an assortment of Friendly's most popular options and ice cream favorites.

No timetable was announced to expand the service to other Friendly's if the Vernon test is successful.

Friendly's has Connecticut locations in:

• Enfield
• Vernon
• Windsor Locks
• Willimantic
• Norwich
• Newington
• Avon
• Plainville
• Southington
• Bristol
• Naugatuck
• North Haven