---
title: "Under New Ownership, Friendly’s Restaurants Mark 2021 with New Rewards Program, Menu Items and Executive Appointments"
url: https://burnaze.com/article/a474ac5c-d770-4a10-baba-68d51df20070
source: "Franchising.com"
original_url: https://www.franchising.com/news/20220104_under_new_ownership_friendlys_restaurants_mark_2021_with_new_rewards_progra.html
category: "Restaurants"
industry: "Restaurants"
published: 2022-01-04T12:00:00.000Z
modified: 2026-11-01T02:11:31.904Z
image: https://images.unsplash.com/photo-1555396273-367ea4eb4db5?w=1600&q=80&auto=format&fit=crop
---

# Under New Ownership, Friendly’s Restaurants Mark 2021 with New Rewards Program, Menu Items and Executive Appointments

**TL;DR:** Friendly's Restaurants, under new ownership by Amici Partners Group, has launched a new loyalty program, menu items, and executive appointments. The brand has accomplished several goals for reinvigorating the business and plans for transformative growth in 2022.

*originally published in Franchising.com on 2022-01-04. [Read the original](https://www.franchising.com/news/20220104_under_new_ownership_friendlys_restaurants_mark_2021_with_new_rewards_progra.html).*

## Story

"It’s been one year since Amici Partners Group took the helm of Friendly’s Restaurants, and while we’ve faced challenges, we’ve also been able to accomplish several of our goals for reinvigorating this beloved brand,” said Craig Erlich, CEO of Friendly's Restaurants. "Our corporate headquarter teams, restaurant teams and franchise network are more committed than ever to preserving the legacy of Friendly’s for our loyal customers, and we are energized by our plans for 2022.”

Highlights for the year include:

- Acquired under the new ownership of Amici Partners Group, LLC (“Amici”), an entity comprised of experienced restaurant investors and operators who have been involved with some of the most well-known QSR and casual dining chains for more than 25 years.

- Launched the Friendly’s Sweet Rewards Program, offering free sundaes and a fun way to earn rewards in a fast and convenient way;

- Giveaway of 480,000 Free Fribbles on Founder's Day;

- Brought back Fan Favorite entrees and launched new menu items and ice cream flavors throughout the year;

- Expanded online ordering, delivery, and curbside pickup;

- Tested two co-branded stores in Connecticut with Smoothie Factory;

- Relaunched ‘Cones for Kids’ campaign to benefit Easterseals;

- Announced David Ellis as Chief Marketing Officer and Sylvia Becker as Vice President of Marketing;

- Named Roberto De Angelis as Chief Experience Officer;

- Awarded Erich & Kallman as new agency of record;

- National media coverage for the brand in MSN, Fox Business, USA TODAY, FSR Magazine, and more.

In 2022, Friendly’s will reveal a new advertising campaign and roll out new menu and experience enhancements.

## Entities

- Franchising.com (publication)
- Restaurants (sector)
- menu items (topic)
- USA TODAY (company)
- rewards program (topic)
- new ownership (topic)
- Fox Business (company)
- Friendly's (company)
- executive appointments (topic)
- Craig Erlich (person)
- Easterseals (company)
- transformative growth (topic)

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Originally reported by Franchising.com (https://www.franchising.com/news/20220104_under_new_ownership_friendlys_restaurants_mark_2021_with_new_rewards_progra.html). Summarized by Burnaze (https://burnaze.com/article/a474ac5c-d770-4a10-baba-68d51df20070).