Friendly’s expands, eyes national growth

Friendly’s Restaurants Franchising Co. LLC has opened its newest store in Orlando, but doesn’t plan on stopping there. 

The casual dining chain known for its ice cream and signature Fribble milkshake filed for bankruptcy in 2011 and 2020, but emerged with a new owner in 2021. Currently owned by BRIX Holdings LLC, Friendly’s now operates more than 100 locations spanning the Eastern seaboard, including three in Florida with the newest Orlando unit. 

The company also plans to take the brand west of the Mississippi River and into the Sunbelt in states such as Texas, Georgia, the Carolinas and more. The restaurant chain’s comeback plans target opening three to five new restaurants in 2025. 

Strategic moves for the brand include a new look in different markets and co-branding opportunities, as well as maintaining an appealing and affordable menu with a strong ice cream and value proposition.

"The new restaurant is one of many more to come from Friendly's as we continue to expand and share our beloved legacy brand,” said Sherif Mityas, CEO of Brix Holdings LLC, the parent company of Friendly's. “We've introduced new style and design concepts at the Orlando restaurant, which we plan to introduce on a grander scale in future locations. Amol and his team continue to exceed expectations and we believe this location will do outstanding under his leadership and guidance. We have a strong network of franchisees and are confident we'll continue to usher in strong entrepreneurs who will bring the concept to new cities."

The Orlando location is owned and operated by multi-unit franchisee, Amol Kohli, who opened his first Friendly's in 2009 and has since scaled his portfolio with the brand to several locations across the East Coast.

Operating for more than 80 years, Friendly's restaurants serve signature entrees, burgers, sandwiches and hand-crafted, specialty ice cream desserts in over 100 full-service locations. Friendly's Restaurants LLC, is a franchise portfolio company of BRIX Holdings LLC, a Dallas-based multi-brand company.