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In Test Run, Friendly’s Looks To Put Alcohol On The Menu

March 2, 2012

Friendly’s Ice Cream could be the next family-dining concept to offer alcoholic beverages. Earlier this week the Chicopee, Massachusetts Zoning Committee approved a special permit application to allow for the consumption of beer, wine and cordials at the chain’s Memorial Drive location. The Chicopee City Council will vote on the permit request on March 8.

“Friendly’s is contemplating beer and wine only as one of several enhancements to a new Friendly’s concept on a go-forward basis,” the company said in a statement to Shanken News Daily. “The beer/wine offering is just one of several changes we intend to test in this new concept.” Friendly’s, a subsidiary of Sun Capital Partners, emerged from Chapter 11 bankruptcy protection earlier this year.

The move by the operator of several hundred family-friendly restaurants in the Northeast to sell beer and wine follows similar steps by the likes of Starbucks and Burger King as fast-food and fast-casual restaurants increasingly seek to expand their offerings and woo a larger consumer base. There are 380 Friendly’s locations in the U.S.

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