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J&B CHANGES THE FACE OF FRIENDLY’S ACROSS LONG ISLAND J&B Restaurants Partners Celebrate 2nd Anniversary

By Anonymous

April is a great month for Friendly's Long Island restaurants because these 31 restaurants are celebrating their second anniversary as part of J&B Restaurant Partners. J&B has become one of the fastest growing companies in the food service industry, creating a reputation for innovation and commitment with the brands they operate.

“We’re very proud that we’ve been able to re-establish Friendly’s as an important presence on Long Island,” explains Joe Vitrano, President and CEO. “I grew up on Long Island eating at the local Friendly’s and felt it would be a shame to lose such a significant landmark. It is wonderful to have this opportunity and be instrumental in leading the Friendly’s Long Island restaurants to once again become popular like the old days. It is all about food, family and fun”

As part of their two-year celebration, J&B will be hosting several fun-filled summer weekend parties that will include the “Friendly’s Long Island Family Fun Boat Giveaway” at select Friendly’s restaurants. The parties will include plenty of family activities and will culminate with a raffle of a free 18' Larsen boat, motor and trailer from Oakdale Boat Center. Raffles can be filled out at all Friendly’s LI restaurants from 5/20 to 8/12 when the drawing will be held and the boat given away.

The history of J&B’s acquisition of LI Friendly’s restaurants is an interesting story. When Vitrano and partner, Bill Murphy (the “B” of J&B), saw that the Friendly’s corporation started to close several of its restaurants on Long Island, they immediately got in touch with the company to discuss acquiring the remaining restaurants. Where the Friendly’s corporation saw enormous overhead and costs, the two partners saw opportunity and possibility to bring quality, value and service to Long Islanders. Vitrano spent countless hours convincing executives from Friendly’s corporate offices that they should franchise the restaurants only to J&B. They spent even more time arranging the financing in an extremely volatile market. The time and effort paid off. J&B acquired all existing restaurants including exclusive development rights throughout Long Island and the restaurants have been flourishing ever since.

“We feel Friendly’s restaurants typify Long Island,” explained Vitrano. “They are family-friendly, serve a variety of tasty, healthy foods at great prices and are found in many neighborhoods throughout Nassau and Suffolk counties. We appreciate being part of the communities where we have restaurants, so we try to make them even better places to live and work.”

J&B Friendly’s LI shows its appreciation by taking an active role in the community in big ways and small. Part of the corporate culture is an ongoing support for philanthropic programs in the communities where the restaurants are located. This has resulted in continued support for hundreds of nonprofit and community organizations and has raised hundreds of thousands of dollars for those charities. For example, J&B has sponsored Easter Seals “Cones for Kids;” Taco Bell TEENSupreme Program; EAC Nassau County Fair; WBLI’s Annual Steve & Maria’s “Adopt A Kid” program and has collected toys for the US Marine Corps “Toys for Tots.” In addition, J&B’s top management serves on a variety of local, regional and national charitable, educational and community boards. On a more “Kid” friendly level, Friendly’s restaurants have been recognized as the “Most Family Friendly Restaurant Chain” by Nick, Jr. Family Magazine. In addition to a colorful children’s menu that offers plenty of healthy selections at very reasonable prices, every child who visits the restaurants on LI receives a coloring activity page, crayons, a free balloon and color changing straws. Every Friendly’s Kids Meal also comes with a free kids sundae. Add the 60 flavors of ice creams with endless choices for toppings and you have a winning combination for children that is hard to match.

“My theory is that success in any business, but especially in the restaurant business, directly depends upon building relationships and communicating effectively,” explains Jamie Fahey, veteran Friendly’s employee and J&B’s Senior Director of Operations primarily responsible for Friendly’s LI restaurants. “We try to understand and service our customers in unique ways on a continual basis. In addition, because our employees are our most important asset and the closest communications vehicle to our customers, we try to keep them informed and to listen to their ideas,” he continued. “Our employees are, after all, Friendly’s face to its customers and communities,” adds Vitrano. J&B’s theory must be working. For the past two years, J&B Friendly’s LI restaurant chain has demonstrated double-digit sales growth and Friendly’s LI continually outpaces the Friendly’s chain throughout the country.

When other people ask Vitrano about the key to his success he explains, “to maintain our reputation for quality and service and to keep our customers really satisfied, we rely upon the hard work and enthusiasm of our employees. In short, happy workers make happy customers. This month, we’re celebrating our second year of both.”

Since buying Long Island Friendly’s restaurants in 2001, J&B has spent nearly $3 million improving and upgrading the restaurants and an additional $1 million on local advertising and marketing. As for the future, “We’re actively focusing our efforts on opening three new locations – Copiague, Middle Island and Hampton Bays,” explained Vitrano. He and Murphy expect to open 20 more restaurants by 2010.

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This article courtesy of http://state-restaurants.com/.
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