A Sign of the Times: Friendly's Ice Cream Chain To File for Bankruptcy

Friendly's was - and is - unremarkable, which is what makes its impending bankruptcy noteworthy. Informal, but with seated dining, offering simple, inexpensive fare and noted for its desserts, the restaurant chain filled a niche that may be on its way to extinction. That niche was the suburban family with a little extra money that wanted a meal out of better quality than drive-through fast food, but not as expensive as white-table-cloth gourmet dining.

As the middle class is 'hollowed out' by wage stagnation and job cuts, the services that sustained it are being hollowed out as well. This restaurant chain's experience is emblematic of the times in which it thrived - and then did not. Acquired by a buy-out firm in 2007 (the year before the financial crisis), it never recovered from the impact of that cataclysm, which turbo-charged the decline of many middle market institutions.

The chain represented what may come to be seen as a point in time, a golden era, with one career families, a little extra money in their pockets and, occasionally, the time to enjoy it - and each other. The question, both for the society and the economy, is whether businesses like this, and the lifestyle that sustained them, will be missed. And if so, what will be done about it. JL

Erin Ailworth reports in the Boston Globe:

Friendly’s, the restaurant chain known for its ice cream, is considering a potential bankruptcy reorganization and sale, according to a published report. The Wall Street Journal reported today on its web site that Friendly Ice Cream Corp. of Wilbraham could seek Chapter 11 protection from creditors as early as next week, and could then try to sell itself through a bankruptcy auction. The Journal cited unnamed sources in its report.

In a statement, Friendly’s said, it would not comment on “on rumors in the media or marketplace.” But the chain conceded it had been hurt by the weak economy.
“Like many restaurant chains, we are feeling the impact of the economic downturn and rising commodity prices and a challenging marketplace,” the statement said. “ We are working with our lenders, board and management team to explore alternatives to strengthen our financial base.”

The chain, which has more than 500 locations nationwide, is owned by Sun Capital Partners Inc., a buyout firm in Boca Raton, Fla. that bought Friendly’s for $337.2 million in 2007. The firm also invests in other restaurants, including Boston Market Corp.

The potential bankruptcy is the latest bout of trouble for the popular restaurant chain.

Friendly’s was co-founded by brother’s Prestley and Curtis Blake, who started a neighborhood ice cream shop in Springfield during the Great Depression in 1935. Over the next several decades, the brothers opened hundreds of restaurants, carving a niche in the market as a family-friendly hangout serving ice cream treats.

But by the 1970s, the brothers were feuding over the direction their business would take, and sold it to Hershey’s Co. in 1979.

Under the candy giant, Friendly’s grew but struggled with high labor costs and intense competition. The chain changed hands again, went public for a time, but continued to struggle with poor management, and a reputation for bad service.

Since it was bought by Sun Capital, Friendly’s has had a revolving door for chief executives. The current CEO, Harsha Agadi, formerly of Church’s Chicken, joined Friendly’s last year.

In the company statement, Friendly’s officials said, “It is business as usual at our restaurants, our manufacturing and distribution facilities. What we do know is that we have a great Company, a great workforce and our owners are committed to the long term future of Friendly’s. “