Faster Friendly’s: Chain opens first smaller, but faster restaurant in Massachusetts

Faster Friendly’s: Chain debuts smaller restaurant

MANSFIELD, Mass. — Friendly Ice Cream Corp. is trying to stay competitive by opening smaller restaurants that promise faster service.

The Wilbraham, Mass.-based company, founded in 1935, is opening its first Friendly’s Express in Mansfield, Mass., on Wednesday.

Company officials say customers will order at the counter and employees will bring food to the table in less than 10 minutes. There will be greater emphasis on takeout orders.

Jim Sullivan, Friendly’s vice president of franchising and development, tells The Boston Globe that fewer diners today have time for sit-down meals. The chain plans to continue relying on its ice cream roots to draw customers.

Sullivan says the goal is to open a second express location this year and five more next year. Friendly’s has about 500 locations.