Friendly's Launches New Seasonal Winter Menu
The restaurant chain brings back the Jubilee Cake alongside new holiday-themed entrées and sundae offerings.
Updated on Oct. 21, 2026 in Desserts
Live Poll
Do you plan to visit restaurants specifically to try their limited-time seasonal menu offers?
Friendly's has unveiled a new seasonal winter menu featuring items like the Snowball Fight Sundae and the return of its iconic Jubilee Cake. The chain is also introducing multiple promotional pricing deals to drive engagement across its locations.
Why it matters
These menu additions and promotional bundles aim to bolster foot traffic during the winter season as the company navigates a changing landscape in the restaurant industry. The return of popular legacy items reflects a strategy to leverage brand nostalgia amidst a shift in total operating units.
The new winter menu includes five seasonal items and the returning Jubilee Cake, which was discontinued in 2021. Promotional offers include a weekday lunch deal for $11.99 and a Better Together package starting at $24.99.
The players
Friendly's
Friendly's is an American restaurant chain known for its ice cream and casual dining menu options.
The details
The winter lineup introduces savory options such as the Snowfall Burger, Fireside Melt, and Harvest Stack, complemented by sweets like the Peppermint Stick Fribble. To incentivize visits, customers now receive a free Happy Ending Sundae with the purchase of any holiday menu entrée.
Timeline
In 2000, Friendly's operated 565 restaurant units.
The Jubilee Cake was discontinued in 2021.
Friendly's operated 87 restaurants in 2025 with annual sales of $131 million.
Annual sales are projected to decrease to $124 million in 2026.
The weekday lunch deal is available from 11 a.m. to 3 p.m. Monday through Friday.
Culture Shift
This strategy follows the broader industry trend of downsizing unit counts since 2000, as the chain operates significantly fewer locations today than in its peak years. By reviving discontinued classics, Friendly's is leaning into nostalgia to maintain relevance in a competitive casual dining market.
Customers can take advantage of the $11.99 weekday lunch deal to manage their dining budget during the work week. Those ordering holiday entrées should note that the free sundae offer is only available with specific promotional menu items.
The takeaway
The return of long-absent menu favorites suggests the company is betting on customer familiarity to drive interest this winter. Diners should confirm local availability of the seasonal menu before planning their visit to ensure these items are in stock.
Further reading
Discover more seasonal trends and offerings in the United States Desserts section.
Live Poll
Do you plan to visit restaurants specifically to try their limited-time seasonal menu offers?
