Friendly’s Express Restaurant to Open in Victor, N.Y. on August 16, 2010

WILBRAHAM, MASS.; August 9, 2010 – Friendly’s Express, a unit of Friendly’s new fast-casual concept, will open in the Food Court of the Eastview Mall on August 16, 2010. The restaurant is owned by Kessler Family, LLC of Rochester, NY.  The restaurant will seat 69 and be accessible from both the inside and outside of the mall.

Friendly’s Express offers a fast, fun way for people on-the-go to get the food they crave.  The restaurant features a limited menu of Friendly’s favorites – like SuperMelt™ Sandwiches, Big Beef Burgers, salads, Fribbles^® and kids’ meals – and, of course, Friendly’s signature ice cream desserts.  Friendly’s Express is designed for both eat-in and take-out dining, with new packaging to make meals conveniently portable.

“We look forward to being a part of the Victor community.  Friendly’s Express will provide families looking for a quick meal, shoppers, and mall employees on their meal breaks with burgers, salads and fresh sandwiches, along with our delicious ice cream treats to enjoy throughout the day,” said Jim Sullivan, Friendly’s vice president of franchising and development.

Larry Ross, Director of Marketing for Kessler Restaurants said, “As one of the original tenants at Eastview Mall, we’re thrilled for the opportunity to re-open with our first Friendly’s Express in the Food Court.  Based on the outpouring of support we’ve received, we know our guests are excited for our return and we can’t wait to introduce Friendly’s Express to the greater Victor community.”

The short service time (an average of six to eight minutes from ordering to service) makes Friendly’s Express perfect for quick but satisfying office lunch breaks, and easy for moms running errands with their children.  While guests will place orders at the counter, food will be delivered to each customer’s table. When guests are ready for ice cream, they can place a numbered tag on the edge of their table and a food runner will bring them their desserts.

The bright, cheery Friendly’s Express design incorporates the signature Friendly’s red elements throughout, along with bright tiles and custom pop-art of Friendly’s ice cream creations.

The management staff of the original Friendly’s in the mall is returning headed by General Manager Barbara Webster, who has 25 years in the restaurant industry.

Friendly’s Express in Victor will be open from 8:00 a.m. to 11:00 p.m., Monday through Thursday, 8:00 a.m. to 12:00 a.m., Friday and Saturday and 10:30 a.m. to 6:30 p.m. on Sunday.

Friendly’s, a family-friendly casual dining chain, celebrated the company’s 75^th anniversary on July 18, 2010. The company currently has more than 500 company and franchise-owned restaurants in 16 states.

About Kessler Family, LLC
Kessler Family LLC is an affiliate of the Kessler Group, Inc., operating 48 Friendly’s Restaurants and 21 Burger King locations in Upstate New York.

 About Friendly Ice Cream Corporation
Friendly Ice Cream Corporation is a vertically integrated restaurant company serving signature sandwiches, entrees and ice cream desserts in a friendly, family environment in more than 500 company and franchised restaurants throughout the Northeast. The company also manufactures ice cream, which is distributed through more than 4,000 supermarkets and other retail locations. With a 75-year operating history, Friendly’s enjoys strong brand recognition and is currently revitalizing its restaurants and introducing new products to grow its customer base. For additional information please visit www.friendlys.com.