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Friendly's Ice Cream LLC | Company Profile, Marketing Contacts, Media Spend, Brands

Friendly's Ice Cream Corporation is a vertically integrated restaurant company serving signature sandwiches, entrees and ice cream desserts in more than 300 company and franchised restaurants throughout the Northeast. The company also manufactures ice cream, which is distributed through more than 8,000 retail locations. Friendly's is headquartered in Wilbraham, MA.

Main Telephone (413) 543-2400
Main Fax (413) 543-3966
Primary Address
1855 Boston Road
Wilbraham, MA 01095

Friendly's Ice Cream LLC Contacts

Contacts (5/10)
Name Title State
Randy D. Chief Marketing Officer MA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (413) 543-2400
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1855 Boston Road
Wilbraham, MA

John M. President & Chief Executive Officer MA
Steve W. Chief Operating Officer MA
Tim H. Executive Vice President & General Manager, Retail Business MA
Richard D. Vice President, Restaurant Operations MA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Friendly's Ice Cream Corporation *******

Agency Relationships

Brand Agency Service From To
********'* *** ***** *********** ***** ************** ***** AOR - public relations 2012 present
********'* *** ***** *********** ******* *********, ***. Digital 2016 present
********'* *** ***** *********** *** *****, ***. Media Buying, Media Planning 2015 present
********'* *** ***** *********** ******* ****** ****** Creative unknown present
********'* *** ***** *********** ****** ******** Creative : Menu design unknown present

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NE, Mid-Atlantic TV, Digital Opps: Friendly's launches new ‘Come Get Happy” TV Campaign

Subject: Earned media, cause marketing, PR, TV, online advertising, social media

Company: Friendly's Ice Cream, a Sun Capital Partners-owned family restaurant chain with 339-units throughout New England. The 78-year-old burger and ice cream chain also distributes ice cream at more than 8,000 retail locations.

Update (3/25): The first work from Friendly’s new AORhere) that will appear on cable and network stations throughout the Northeast and Mid-Atlantic, along with print, radio, out-of-home (OOH) and social media executions. Two more TV ads will debut in April and two more will come in the summer.

As we’ve reported Friendly's, formerly No. 12 in our Vulnerable Account Index, historically has spent the majority of its ad budget in Q2 and Q3, targeting 25-to-49-year-olds. With a new CMO Randy Davis on board, expect higher than usual ad spending this year and next. Friendly's has big plans (more info below) to leave its Chapter 11 struggles behind and differentiate the brand in the struggling family-style dining category.


Originally published Feb. 4

Opportunity: The “Forge Worldwide after a review to oversee TV, radio, print and out-of-home (OOH) advertising. The agency will also support Friendly's marketing team as it focuses on its rebrand and revival in core markets. Therefore, readers representing family-focused properties should reach out immediately to secure traditional dollars in Friendly's largest markets and digital media for local markets. Friendly's historically has spent the majority of its ad budget in Q2 and Q3. Expect higher than usual ad spending since Friendly's new CMO has big plans to engage younger parents and differentiate the brand in the struggling family-style dining category.


Additional Insight

Incumbent: Boston-based Allen & Gerritsen had been AOR for creative, strategic planning, web, POP, analytics, media strategy, TV/video, digital and mobile since 2013, according to The List.

Media Spend: Friendly's spent $2.9 million on measured media in the first three quarters of 2014, more than the $2.4 million it spent for all of 2013, according to Kantar Media. Last year, almost all of the chain's spending went to TV ads that showcased it's post Chapter 11 bankruptcy revival efforts (ad above), including a store refresh that blends nostalgia with modern tastes. Historically, display, newspaper, radio and OOH have made up the bulk of Friendly's ad budget.

Target Customer: Families, skewing towards 25-to-49-year-olds. Ice cream represents 20% of Friendly's restaurant sales, meaning dessert is a key driver for customer visits.

New Sponsorship: Recently, Friendly's aligned with the New England Patriots to become the “Official Ice Cream and Family Restaurant of the New England Patriots.” The sponsorship includes  in-stadium promotions and signs, social media and appearances by the Patriots Cheerleaders and mascot, Pat Patriot, at Friendly's events. Also, on the experiential side, guests will receive tickets to Patriots home games, pre-game tailgate parties and pre-game field visits with Pat Patriot.

New Decision Maker: The review came after Randy Davis became CMO August 25. Davis was chief concept officer of Family Life Success, a business he co-founded in 2006 that provides family well-being programs for the corporate, consumer and education markets. Previously, he held executive marketing roles at restaurant chains Applebee's and McDonald's. He reports to CEO John Maguire, a 19-year Panera Bread veteran hired in early 2012 to lead Friendly's emergence from Chapter 11.

Sustained Struggles: Friendly's revenue has plummeted by almost 30% since 2011, partly due to lower traffic and the closure of about 100 locations. The company reported $406.6 million in sales in 2013, a sharp decline from $451.2 million in 2012 and $559.6 million in 2011, Nation's Restaurant News reports.

Friendly Ice Cream
1855 Boston Road
Wilbraham, MA 01095
(413) 543-2400

 Randy Davis
Chief Marketing Officer
(413) 543-2400

John Maguire
President & Chief Executive Officer
(413) 543-2400

Maura Tobias
Director, Consumer Engagement
(413) 731-4238