“Since doing that (emerging from bankruptcy) we’ve really been focused on repositioning the entire restaurant brand,” said Maguire.
Maguire said the focus of this repositioning has been on retraining staff and improving food and service.
“We really looked at the menu … inside and out,” said Maguire, saying that Friendly’s has started using real ice cream in its Fribble’s again, and made the transition to fresh, never-frozen burgers.
The restaurant has also added menu items like Slinky Dogs and Fish Tacos.
In order to promote this repositioning, Maguire said Friendly’s has been encouraging customers to return to Friendly’s through direct mail, their email list and community outreach, and that they plan to apply their repositioning efforts to the recently purchased New York restaurants.
As for expanding the franchise, Maguire said it’s possible.
“If we can deliver a great experience, there’s no reason we can’t.”
Maguire noted that a new location had opened in Delaware this year, and that Friendly’s was looking to open new restaurants in Connecticut, Rhode Island and the Boston area. He also said that Friendly’s was committed to the upstate New York market.
“I can’t overstate how excited (we are),” said Maguire. “We look forward to being a part of the community.”