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Friendly’s Plans Expansion

East Coast brand plans major push in Sunbelt, west of the Mississippi

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Photo: Courtesy of Friendly’s

Friendly’s Restaurants Franchising Co. LLC (Dallas) plans to take the brand West of the Mississippi and into the Sunbelt in states like Texas, Georgia, the Carolinas and elsewhere. The company made that announcement at recent grand opening ceremonies for its newest location in Orlando, Fla.

That restaurant is Friendly’s third in Florida and also expands the brand’s national footprint to more than 100 locations along the Eastern seaboard.

“The new restaurant is one of many more to come from Friendly’s as we continue to expand and share our beloved legacy brand,” said Sherif Mityas, CEO of Brix Holdings LLC, the parent company of Friendly’s. “We’ve introduced new style and design concepts at the Orlando restaurant, which we plan to introduce on a grander scale in future locations.”

Friendly’s comeback plans involve opening three to five new restaurants next year. Strategic moves for the brand include a new look in different markets, co-branding opportunities, as well as maintaining an appealing and affordable menu with a strong ice cream and value proposition.

Friendly’s restaurants have served entrees, burgers, sandwiches and hand-crafted, specialty ice cream desserts for nearly 90 years.

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