Waltham Friendly's Suddenly Closed

WALTHAM, MA — The Friendly's on Lexington Street is no more. Last month a sign popped up on the door apologizing to visitors and directing them to other Friendly's. Shortly after that, the iconic red letters that spell out "creating memories since 1935" and the ice cream cone above the windows, came down.

"We apologize for disappointing you on this visit, but this location is now closed for business," reads the sign posted in several windows.

The Waltham location's closing is one of about two dozen closures across the Northeast and three in the Commonwealth, including one in Framingham and in Holden. On Monday, 14 corporate-owned restaurants were slated for or had also closed in New York, three in Connecticut, two in New Hampshire and two in Maine, according to the CEO.

The national chain, which was started in Springfield during the Great Depression, previously filed for bankruptcy in 2011 and shuttered dozens of restaurants in Massachusetts during the wake of that.

In an email to Franchisees at the second quarter of 2019, CEO George Michel thanked owners for efforts to "reinvigorate the Friendly’s brand," amid shifting demographics and consumer preferences, increased competition and rising costs.

"Amidst these industry-wide dynamics, our charge is to ensure our beloved brand not only remains relevant with existing audiences but continues to resonate with new generations of patrons and that our operations are structured to support long-term sustainability," Michel said.

He said plans unveiled in February would refresh the chain's menu, focus on delivery and catering options and improve the overall restaurant experience for customers.

"After a months-long evaluation and careful consideration, we have decided to close 23 corporate-owned restaurants, effective immediately. While this was a tough decision, we are confident it will best position the brand for a bright future. Especially difficult is the impact these closures will have on the locations’ wonderful employees, who we are working to support with opportunities in other locations or severance payments and other assistance," he said.

Friendly’s will still have 77 corporate-owned restaurants and 97 franchisee-owned restaurants, according to the CEO.