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Friendly's Gets a Makeover, Hires 'Scoopologists'

Photo: rusty_clark / Flickr

It's a brave new world out there for Friendly's, as the Northeast ice cream-and-burgers chain gets a makeover. According to the Republican, stores are being renovated. Milkshakes will be made from hand-scooped ice cream. The people scooping the ice cream for the milkshakes are now called "scoopologists." Their front of house, server-type coworkers are now called "memory makers." None of this is made up.

After filing for bankruptcy in 2011, the chain hired CEO John M. Maguire from Panera. Maguire got to renovating (ten Friendly's have been remodeled and 30 more are in the works). He also made all employees "re-interview and be rehired for their jobs," so those scoopologists and memory makers serving your food have really earned their spot on the team. Maguire told the Republican, "Most people were rehired. Some couldn't make the journey with us and were not brought back."

What else is new at Friendly's? Restaurants have "retro" signs, burgers can be made to order (IE not just well done), the "Fishamajig" sandwich is made with haddock instead of pollock, they make fresh red velvet waffle cones, and they've updated the soundtrack to include Michael Buble. Friendly's is looking to start expanding in 2014 "or so."

· Friendly's Ice Cream Draws From Past Successes as it Looks to Future of Restaurant Chain [Republican]
· All Friendly's Coverage on Eater [-E-]

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