Friendly’s Ice Cream LLC announced it appointed Randy Davis as chief marketing officer.

Davis replaces Brad Schiff, who left the company. Davis officially assumed the role on August 25 and reports to chief executive John Maguire.

“Randy is an outstanding addition to our leadership team, and we know that the depth and diversity of his professional experience is exactly what we need to lead our marketing efforts into the future,” Maguire said, in a press release.

Davis was previously chief concept officer of Family Life Success, Inc., which provides family counseling to corporate, consumer and education markets. Davis co-founded the company in Kansas City in 2006. The Friendly’s appointment marks his return to the restaurant industry.

Prior to Family Life Success, he held senior branding roles at McDonald’s Corp. and Applebee’s International Inc.

 “I am honored to be part of the team for this established New England brand,” Davis said. “It’s an exciting time for Friendly’s, and I am eager to be part of the company’s future and keep its momentum at full speed.”

Friendly’s, currently a 339-unit subsidiary of Sun Capital Partners, went into Chapter 11 bankruptcy in 2011 with 487 units and emerged in early 2012 with 387 locations.

Sales volume has continued to shrink since then, according to the Nation’s Restaurant News’ proprietary Top 100 data. The chain had $559.6 million in sales in the year ending December 2011, $451.2 million the following year and $406.6 million in the year ending December 2013.

Maguire had previously said that the closing of underperforming restaurants has allowed the Wilbraham, Mass.-based chain to focus on improving training, food and décor and made 2013 the most profitable year in 15 years.

Friendly’s revamped its menu in early 2014 and introduced lighter fare, kid friendly offerings, as well as items including fish tacos, new burgers and better coffee.
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