Friendly's Ice Cream Corporation
New business planning system refocused senior management and drove a doubling in stock value
With sagging revenues and declining customer satisfaction scores, the newly appointed President/COO engaged The Browning Group to help revitalize performance of this 600+ unit family restaurant chain. Field observations and restaurant management interviews confirmed customer performance shortfalls for price/value perceptions, restaurant cleanliness and customer experience factors. A series of Vision Workshops were employed to refocus senior management on the chain's unusually strong heritage in the marketplace. With TBG facilitation, a revitalized vision and core strategies were developed and launched throughout the organization. Combined with this was the development of management performance commitment and accountability through the launch of a simplified business planning system created by TBG. The overall company performance results within a three year period saw the company's stock value rise from under $3.00 to its most recent level of over $7.00
