Friendly’s pulls a smooth move at two of its CT restaurants - New Haven Register

Move over, Fribble: The smoothie has come to a pair of Friendly’s restaurants in Connecticut.

The North Haven and Vernon locations of the once-iconic restaurant chain — perhaps best know for the oddly named, but oh-so-delicious extra-thick shake — are expanding their menu.

The additions from Smoothie Factory is the Texas-based chain’s first foray outside its home state, according to company officials, who said the company has more than 40 locations in Texas.

Friendly’s has 10 remaining locations in Connecticut, but only the Vernon and North Haven locations currently are serving Smoothie Factory’s fruit-based drinks. The North Haven location is at 140 Universal Drive North and the Vernon restaurant is 103 Talcotville Road.

“We are uniquely positioned to capitalize on existing real estate and increase foot traffic by using our Friendly’s kitchen to prepare and serve Smoothie Factory items for online ordering and delivery,” Craig Erlich, president and chief executive officer of Friendly’s Restaurants and BRIX Holdings, parent company of Smoothie Holdings FC LLC, said in a statement. “Now both our loyal patrons and new customers alike will have access to the best menus in both categories, with convenient online ordering.”

Amici Partners Group LLC, a Texas-based investment group, acquired Friendly’s late last year when its former owner, Sun Capital Partners, announced a bankruptcy asset sale in November. Terms of that deal were not announced.

Erlich said the success of this co-branded relationship could extend to other Friendly’s locations in the future.

Grand opening offers include free delivery, and $3 off any size smoothie for members of Friendly’s customer rewards plan from now until Sept. 30. Guests with a gym membership also can show their membership card at checkout to receive $1 off any size smoothie, every day.

David Ellis, Friendly’s chief marketing officer, said Smoothie Factory provides a “wide array of offerings to meet the appetites of moms, dads and families.” A 20-ounce smoothie, according to Ellis, is $5.99, while 44-ounce beverage costs $9.49.

The smoothie menu features whole fruits and vegetables, natural options for sweeteners, and vegan and non-dairy options, according to company officials.

David Cadden, a professor emeritus at Quinnipiac University's School of Business, said the arrangement has benefits for both Smoothie Factory and Friendly’s.

“It allows them (Smoothie Factory) to penetrate this market without a lot of overhead and for Friendly’s, it is a extension of their existing menu,” Cadden said.

For decades, Friendly’s has positioned itself has old-fashioned family dining, he said. But changing tastes in casual dining have resulted in many locations being closed over the past 10 years, according to Cadden.

“For Gen Xers and Millennials, the kind of food Friendly’s has traditionally been serving didn’t seem especially healthy,” he said. “By adding smoothies to the menu, they may be hoping to bring people whose business they would not normally capture.”

luther.turmelle@hearstmediact.com

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