Friendly's CEO John Maguire — promising a friendlier, cleaner and tastier dining experience — said he's so confident of recent improvements to the struggling 79-year-old restaurant chain he's offering customers a free meal if they're not satisfied.
The Wilbraham company rolled out its "Great Memories Guarantee" in the Boston area last week to lure back customers with the promise that Friendly's has upped its game and is now living up to its name. The offer launches chain-wide on April 29.
"We heard loud and clear that our people were not that friendly, our food was mediocre and our restaurants were dirty," said Maguire, who was hired in April 2012. "We've been on a relentless mission to really improve our guest experience. We believe we've made enough progress to put our money where our mouth is."
Friendly's has updated its menu with items such as steel-cut oatmeal, Greek yogurt, spinach salad and turkey tips. It's returned to using fresh, never-frozen burgers and haddock for its Fishamajigs, and real ice cream rather than soft-serve in its Fribbles.
The chain has remodeled 45 of its 350 locations with modern touches such as high-top tables, free Wi-Fi and updated music. It's also developing employees more, Maguire said.
"Things are going well," said Maguire, who wouldn't quantify the progress.
Friendly's risk-free guarantee is a strong one, said food industry consultant Ron Paul. Though most eateries will comp some portion of an unhappy customer's bill, nobody else is advertising it, he said. "But I think they have to advertise the food. Why is it a better place to get a burger? Menu is most important."
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