Friendly’s speaks out following closure of Mass. location after 38 years
Friendly’s revealed what led the nostalgic New England chain to recently close a Massachusetts location.
After 38 years, the Friendly’s in Pembroke closed in late October “after careful consideration and market evaluations,” a spokesperson for the franchise told MassLive Tuesday.
“We are deeply grateful for the unwavering support from the Camp Hill community over the past 38 years. Our loyal customers have been the cornerstone of our success, and for this, we extend our heartfelt gratitude,” the spokesperson wrote in an email statement.
Despite the closure, Friendly’s is optimistic about a comeback.
“While we will say goodbye to Pembroke for now, we hope for a future return. Our vision includes expanding to new locations nationwide, driven by the continued support of cherished guests like you,” the statement read. “Your ongoing support fuels our passion for crafting memorable family-fun experiences. Thank you for being an integral part of our journey.”
Friendly’s has lost 90% of its locations in recent years, Eat This, Not That reported , including one on Riverdale Street in West Springfield that closed last year. After filing for bankruptcy in 2011 and again in 2020, Brix Holdings was acquired by Legacy Brands International this past July, which committed to reviving the brand. The investment group managed by Amol Kohli is a multi-unit franchisee of Friendly’s Restaurants.
The Pembroke closure comes as Friendly’s turns 90 this year. The company was founded by brothers S. Prestley and Curtis Blake in Springfield’s Pine Point neighborhood in 1935.
The chain grew slowly at first, eventually exploding to a high of 800 locations up and down the East Coast by the 1970s. Today, there are roughly 100 locations left in the U.S., including 22 in Massachusetts .
Friendly’s no longer owns its plant in Wilbraham. But it is currently operated by Dairy Farmers of America , making ice cream for Friendly’s restaurants as well as for sale in supermarkets. The chain is also no longer headquartered in Western Massachusetts, but on Long Island, New York.
The address for the now-closed Pembroke Friendly’s was 146 Church St.
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