Friendly’s Owner Brix Holdings Acquired by Amol Kohli

The restaurant chain, which began in Springfield, continues to adapt as part of a new ownership structure.

Updated on Sept. 19, 2026 in Dining Out

Bold vector editorial illustration of a modern diner booth in coral and teal, symbolizing the restaurant chain's business restructuring. — Amol Kohli has acquired Brix Holdings, the parent company of the restaurant chain Friendly's, as the brand seeks to modernize its locations and menu offerings. AI Illustration. Upload story photo >

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Amol Kohli has acquired Brix Holdings, the parent company of the restaurant chain Friendly’s. The brand currently operates 87 locations across 11 states, including 22 restaurants in Massachusetts.

Why it matters

The acquisition marks a new chapter for the legacy chain, which has faced significant restructuring following multiple bankruptcy filings. New management aims to modernize the brand through store remodels and updated, health-conscious menu options.

Friendly's operates 87 restaurants, representing a 90% decline from its mid-1990s peak of 850 locations. The chain maintains 22 sites in Massachusetts, while the broader Brix Holdings parent company oversees 250 total brand locations.

The players

Friendly’s

This American restaurant chain is known for its ice cream and casual dining menu.

Brix Holdings

This multi-brand restaurant operating company manages several casual and quick-service dining concepts.

Amol Kohli

He is the investor who recently acquired Brix Holdings.

Amici Partners Group

This investment group previously purchased Friendly’s out of bankruptcy for $2 million in 2020.

The details

Brix Holdings is shifting its operational strategy by implementing smaller restaurant prototypes and modernizing existing store layouts. The company intends to integrate plant-based and healthier menu offerings to help the chain recover from the revenue losses caused by COVID-19 pandemic restrictions.

Friendly’s was founded in Springfield, Massachusetts, in 1935.
The restaurant chain reached its peak of 850 locations in the 1990s.
The company filed for Chapter 11 bankruptcy in 2011.
A second bankruptcy filing occurred in November 2020.
Amol Kohli acquired Brix Holdings in the summer of 2026.

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Roadmap

The acquisition reflects the broader industry trend of consolidating legacy restaurant brands under modern operating firms that prioritize smaller footprints. This strategy seeks to streamline costs and recover market share lost to more agile competitors in the casual dining sector.

Massachusetts residents may see changes to their local Friendly’s, including planned menu updates and physical store renovations. These improvements are intended to align the dining experience with modern health trends and operational efficiency.

The takeaway

Legacy brands often require significant pivots in both menu composition and physical architecture to remain competitive in changing markets. Customers can expect a more health-conscious menu as the brand attempts to rebuild its once-expansive footprint.