Friendly’s Restaurants and franchising company Brix Holdings — affiliate of Amici Partners Group, which completed the acquisition of Friendly’s in January — announced Monday the appointment of former Uncle Julio’s CMO David Ellis as chief marketing officer of all Friendly’s and Brix Holdings Brands. The company also promoted senior director of media services Sylvia Becker to vice president of marketing after an 8-year tenure with the company.
“Both Sylvia and David have extensive backgrounds in the restaurant and foodservice industry and are well-versed in successful marketing practices that will be integral to our growth goals,” Craig Erlich, president and CEO of Friendly’s Restaurants and Brix Holdings said in a statement. “We look forward to their leadership as we invest in new marketing strategies to raise the profile of our entire portfolio of brands and as we focus on cultivating a new generation of loyal patrons for Friendly’s, creating new memories while preserving the rich legacy of this iconic brand.”
Ellis will be in charge of brand strategy, marketing, public relations, loyalty programs, online ordering and virtual brands for Friendly’s restaurants and across the Brix Holdings portfolio, including Orange Leaf, Smoothie Factory, Red Mango, Souper Salad, Red Brick Pizza, and Humble Donuts.
“I’m excited to join this talented team of industry veterans to help accelerate growth for our portfolio of brands,” Ellis said in a statement. “We are well positioned to offer great options for better-for-you as well as indulgent occasions across both dine-in and off-premise guests.”
Becker will lead the team’s integrated brand strategy using traditional and digital media, loyalty programs, off-premises strategy, social media engagement, influencer partnerships and public relations across the Friendly’s Restaurants system.
“Friendly’s holds a special place in the hearts of its many loyal patrons, and I look forward to continuing to nurture that legacy, while also creating programs and campaigns to attract new customers,” Becker said in a statement.
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