In 2011, Friendly's Ice Cream celebrated its 77th Anniversary. Sadly, industry and economic pressures had forced the company to file for bankruptcy reorganization in the same year. We recognized that consumers were not going to return to "the same old Friendly's," no matter how fond their childhood memories. An Attitude & Usage Study was fielded together with a T.U.R.F. Menu Analysis to optimize what had become an unwieldy menu. Facilities, menu graphics, uniforms, tableware, and advertising had become dated. Imaginative design and integration of all concept elements was an opportunity to re-engage consumer awareness and enthusiasm for this "Timeless" concept. Within twelve months, ten pilot Friendly's restaurants were redesigned in an inviting new look, and the menu and food presentations were dramatically enhanced. Sales in 2012 turned positive for the first time in ten years.
Friendly's Ice Cream