Friendly’s Announces $2 Million Investment into Capital Region to Fund Major Restaurant Upgrades and Improvements

Greater Capital Region to serve as test market for brand new menu at Friendly’s Restaurants

ALBANY, New York (December 6, 2010) – Friendly’s Restaurants announced today that the greater Capital Region will serve as a test market for significant upgrades and improvements to the Friendly’s brand. Through the “Empire State Project”, Friendly’s will invest nearly $2 million into its 17 locations throughout the Albany market.

Friendly’s Chairman and Chief Executive Officer Harsha V. Agadi was joined by City of Albany Mayor Jerry Jennings, Albany-Colonie Regional Chamber of Commerce President and CEO Mark Eagan, and Central Avenue Business Improvement District Executive Director Anthony Capece to make the announcement today at the recently remodeled Friendly’s location on Central Avenue in Albany, NY.

“For 75 years, Friendly’s has been a favorite dining destination for thousands of families. We strongly believe this is the perfect time to invest in the Capital Region to help support the local community and economy. I am thrilled to introduce a number of exciting, new improvements and upgrades to our locations throughout the Capital Region,” said Agadi. “All of us at Friendly’s are very familiar with the Albany market and recognize that Capital Region residents have a discerning level of taste and high expectations to receive quality food at a quality price. We firmly believe that success in Albany will lead to success nationwide. We look forward to receiving feedback from our valued customers on our new features as we continue to evaluate improvements to the overall Friendly’s brand.”

The Central Avenue location is one of four Friendly’s restaurants throughout the greater Capital Region which have recently undergone major interior and exterior overhauls, including new paint, rugs, lighting, bathrooms, and extensive kitchen upgrades. The other three restaurants which received full remodels include locations in East Greenbush, on Hoosick Street in Troy, and on Wolf Road in Albany.

Friendly’s 13 other locations in the Capital Region have each received facility touch-ups and common sense remodels, such as new paint, rugs, and light fixtures.

In addition to facility upgrades, Friendly’s today introduced new breakfast, lunch, dinner, and ice cream menus in the Albany market. The new menus are designed to provide guests with family-friendly, affordable, classic American options in line with the Friendly’s tradition, including Seasoned Grilled Chicken Sliders and a Roasted Turkey Dinner, and three innovative Breakfast Skillets during morning dining hours.

Additionally, the new menus introduce a number of health-conscious “better-for-you” options, including the Chicken Caprese Sandwich, Asian Chicken Salad, and a choice of side dishes such as broccoli and carrots for adults and celery sticks and mandarin oranges for children.

“The restaurant industry has a responsibility to offer customers a choice,” said Agadi. “As we increase our product line, we are committed to rolling out new great tasting, better-for-you menu items on both the children’s and adults’ menus.”

Friendly’s is also addressing the overall customer experience by investing heavily in training for its managers, servers and kitchen staff.

Friendly’s will introduce a number of promotions and contests exclusive to the Albany market designed to engage guests and create excitement throughout the restaurants, including 10 individual $1,000 “Random Acts of Friendlyness” surprise in-store giveaways during the weeks of December 6 and 13 and a $5,000 “Unwrap the Cash” Scratch ‘n Win Sweepstakes beginning on December 6 and running though the end of the month.

The “Empire State Project” encompasses Friendly’s 17 locations throughout the greater Capital Region, including the following: on Western Avenue, Wolf Road and Central Avenue in Albany; Clifton Park; Colonie; East Greenbush; Elsmere; Glens Falls; Glenville; Johnstown; on New Loudon Road and Troy-Schenectady Road in Latham; Queensbury; on Route 50 and Congress Street in Saratoga Springs; Schenectady; and Troy.