Friendly’s Ice Cream LLC has appointed Anthony Lavely as its executive vice president and chief marketing officer, filling the last of the executive positions vacated in February with the departure of the chain’s chief executive and chief marketing officers.
Lavely was CMO of Church’sfrom 2009 to 2011, and before that he was senior vice president for marketing and franchise development for Ruth’s Chris Steak House. He also has held management positions at Domino’s Pizza, Long John Silver’s, Burger King and Sara Lee.
In his new role at Friendly’s, Lavely is responsible for all marketing, as well as public relations and product development, the company said in a release. The company also said that Lavely has worked as a consultant to Friendly’s and other foodservice companies over the past year.
Lavely’s appointment comes on the heels of Friendly’s hiring former Panera chief operating officer John Maguire as its chief executive last month, following the departure of former CEO Harsha Agadi, who saw the chain through its Chapter 11 bankruptcy in late 2011 and early 2012. Friendly’s CMO Andrea McKenna stepped down at the same time.
"We are excited to have Tony join Friendly's. He brings years of experience, a deep knowledge of the restaurant industry, as well as strong familiarity with the Friendly's brand," Friendly’s chief operating officer, Jim Parrish, said in a statement. "Tony has also worked closely with franchisees and will bring additional support to that important aspect of our business," he added.
"My professional enthusiasm in joining Friendly's is only enhanced by vivid childhood memories of Friendly's while growing up in New England," said Lavely, who attended high school in Newton, Mass. "I'm especially eager to work with franchisees who have expanded this iconic brand to other regions."
Friendly’s Ice Cream is based in Wilbraham, Mass., and has about 385 restaurants.