Friendly’s: From Ice-Cream Shop to Iconic Chain Facing Modern Challenges

A casual dining chain once celebrated for its ice-cream desserts, burgers, and family-friendly atmosphere has seen its locations drop from around 850 to less than 100 across 11 states. Originally called “Friendly,” the ice-cream shop was founded by brothers Prestley and Curtis Blake in Springfield, Massachusetts, in 1935, during the Great Depression. These young entrepreneurs sold double-dip cones for just 5 cents each.

In 1940, they expanded with a second location, including hamburgers on the menu. By 1951, ten Friendly’s restaurants operated in Massachusetts and Connecticut. By 1974, the chain had grown to 500 locations in the Northeast and Mid-Atlantic. Known for its ice-cream desserts and family-friendly environment, Friendly’s continued to grow throughout these regions.

The company celebrated 90 years in business in 2025. Throughout its history, Friendly’s updated its menu, distributed ice cream in grocery stores, and achieved a Guinness World Record for the largest sundae in 1980. In 1989, the business added an apostrophe and “s” to its name.

The chain changed ownership several times, and filed for bankruptcy twice. Hershey’s acquired the business in 1979, selling it to Tennessee Restaurant Company nine years later. By the mid-1990s, Friendly’s had expanded to about 850 restaurants. The company first filed for bankruptcy in 2011 and again in November 2020.

George Michel, then CEO of Friendly’s, stated in 2020 that the company had made efforts to revitalize the brand amid shifting demographics, competition, and rising costs. However, the COVID-19 pandemic severely impacted revenue as dine-in services stopped for months and then resumed at limited capacity.

In 2021, Amici Partners Group, LLC acquired Friendly’s, with plans to revitalize the 130-store chain. The brand also expanded by selling branded ice cream in grocery stores. Currently, around 90% of Friendly’s locations have closed, with 87 locations remaining in 11 Eastern states. Massachusetts alone hosts 22 of these restaurants.

Some establishments are viewed as outdated, failing to meet modern trends. University of Pennsylvania’s Wharton School marketing professor, Barbara E. Kahn, noted that despite this, Friendly’s has “positive DNA” with potential to rebuild. Nostalgia could play a key role in attracting new customers, but adapting to changing tastes is vital.

Kahn emphasized that Friendly’s can take inspiration from successful brands like McDonald’s, which evolved by adding healthier options and keeping offerings fresh. She suggests incorporating more non-meat items, healthy grains, and salads to attract a broader clientele.