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People on the East Coast know Friendly’s as their neighborhood restaurant, one where families gather for a casual meal, teams congregate after the game for a round of sweet treats and birthday parties with ice cream sundaes abound.
Somewhere along the way, however, Friendly’s lost its luster and needed a boost. It filed for bankruptcy in November 2020 and was sold to Amici Partners Group, which specializes in restaurants, for $2 million. The brand hired David Ellis, a marketing executive with experience at multiple chains, as its CMO.
Independent
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