Friendly’s new parent names Roberto De Angelis chief experiential officer

The P.F. Chang’s veteran will also be involved with a number of smaller affiliated restaurant brands, including Red Mango, Smoothie Factory and Souper Salad.
Photograph: Shutterstock

The new owner of Friendly’s has appointed industry veteran Roberto De Angelis chief experiential officer of the family dining chain and several affiliated brands, including Red Mango, Smoothie Factory, Souper Salad and RedBrick Pizza.

Friendly’s is operated by Amici Partners, and the smaller chains are run by Brix Holdings. Both corporate entities are controlled by Jamco Interests, which is also part of TriArtisan TGIF Partners, the consortium that owns the TGI Friday’s casual-dining chain.

De Angelis will oversee menu innovation, concept development and operations for both Amici and Brix. Previously, De Angelis spent 18 years with the P.F. Chang’s Asian full-service chain, most recently as COO of global development.

“Here, I have the opportunity to shepherd the resurgence of a legacy brand in Friendly’s as well as to lead the reinvention and progression of the BRIX brands,” De Angelis said in a statement.  

His addition is part of a strengthening of Amici and Brix’s support structures.

“The addition of Roberto and the recent hiring of David Ellis as CMO position our brands with additional talent, resources, and experience to enable accelerated organic growth and new acquisitions,” said John Antioco, Jamco’s managing partner.

Friendly’s is an 80-year-old chain of 130 restaurants. The brand was purchased out of bankruptcy in January for just under $2 million.

Brix’s franchise brands also include Greenz Salads, Orango Leaf and Humble Donut.

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