Restaurant Franchising & Innovation Summit

Speaker Spotlight: Yasaman Stewart, director of marketing for Friendly’s Restaurants

Yasaman Stewart, director of marketing for Friendly's Restaurants, shares a look at her career, her achievements and industry trends ahead of her appearance at Restaurant Franchising & Innovation Summit 2025.

Image: Willie Lawless/ Networld Media Group

February 21, 2025

Today we're shining a spotlight on Yasaman Stewart, director of marketing for Friendly's Restaurants. Stewart will be a speaker at the upcoming Restaurant Franchising & Innovation Summit, which takes place March 11-13, 2025, in Myrtle Beach, South Carolina. She will be a panelist on a general session titled "3 Secrets to Improving Profits Through the Guest Experience."

We thought it would be fun to get to know Stewart a bit better ahead of her appearance at RFIS.

Describe your current role.

As the director of brand marketing for Friendly's Restaurants, I lead the strategic vision and execution of all brand initiatives, ensuring the iconic Friendly's name remains synonymous with exceptional dining experiences and warm nostalgia. The role involves crafting and implementing marketing strategies that resonate with diverse audiences, driving customer engagement, and boosting revenue growth.

Collaborating closely with cross-functional teams, I manage partnerships, promotions and strategic marketing efforts, integrating emerging trends to keep the brand relevant and competitive. As a brand steward, I champion Friendly's mission to deliver joyful moments to guests, maintain its heritage and cultivate strong community connections.

What was your first-ever career role and what is one important lesson you learned from it?

As silly as this sounds, my first career role was as a bartender/server at Outback Steakhouse. I was with Outback for almost 16 years and learned so much from the brand, the operating partner and how to execute offers, campaigns and experience while maintaining a P&L. I was heavily involved in the operations side of things but while pursuing my degree in film and television, I found the passion for creativity and marketing. As a bartender for many, many years, I learned your attitude is key. What energy, enthusiasm and story you can tell rubs off on your guests. Be a walking billboard for your organization and the success will follow.

What inspired you to work in your industry?

The entertaining aspect of the food and beverage industry. My family owned a deli in Foxboro, Massachusetts, for many years. My father taught me to treat our customers as a friend. You don't know what kind of day that person may be having — good or bad — and as someone in the service industry, it is my job to deliver an experience that entertains and leaves an impression. The restaurant industry allows that experience to be created, and I love every minute of it.

What do you enjoy most about your current role?

Anyone who lived on the East Coast knows the Friendly's Restaurant world as a kid. What I enjoy most is that I am part of my childhood memories and I get to create NEW memories for kids and families every day. Launching a new menu all the way to partnering with entertainers who share their love of the brand, every day is exciting!

What's a common misconception people have about what you do?

That I listen to Jonas Brothers all day and play with ice cream and toppings daily. Now, I do play around with the ice cream and that is extremely fun, but there are a lot of spreadsheets, training documents, supply chain details, etc. that makes the job a bit difficult at times. And let's not hope a location floods or has a PR issue that needs to be dealt with from a consumer perspective. Pivoting is not all scoops of ice cream and sprinkles.

What is one career achievement you're most proud of?

Just one? That's tough because I am proud of so much. From launching a co-branded retail line at Nothing Bundt Cakes to partnering with CHAIN, Jonas Brothers and Museum of Ice Cream at Friendly's. I'm more grateful than proud. I am grateful and proud to have achieved all I have achieved.

Who is/was your mentor and what's one important lesson you learned from them?

Dena Tripp, co-founder of Nothing Bundt Cakes, is my mentor and will always be! The most important thing I have learned from her is to stand up for what you believe in. Speak up and stand firm on my views and beliefs on what is right and what is wrong. Also, to listen and ask questions. See all sides and understand what the person across the table is saying but don't give up your own values just to please them.

What industry trends do you think are currently over-hyped and why?

Third party delivery. I may sound like a hypocrite because I personally appreciate the customer convenience, but I also feel like it is an extremely competitive market that tends to get itself in trouble at times. Local delivery and delivering that experience on a personal level I feel engages loyalty by the guest. However, some trends don't go away nor should they, so we embrace and support.

What industry trends do you think don't get enough attention and why?

In-store experience. We have got to move away from stepping over dollars to save a dime. It is not sustainable. We have to bring the guest experience back into the four walls. That is where loyalty grows and sets you apart from the large competition we see today.

What advice would you give to someone just starting out in your industry?

Learn, learn, learn and keep learning. You can never know too much. Being humble and admitting that you don't know something but are willing to learn is more valuable than one can imagine. Think about it — learn the best from the best and you will have so much to teach someone else! With that comes networking, meet new people and sustain the relationships you currently have.

If you weren't working in your current field, what would you be doing instead?

I would own a lot of land and have an animal sanctuary with every type of animal that needs love and affection! Grow that brand into a marketing monster and proceeds from the retail would go toward keeping the sanctuary alive.

What do you do to have fun outside of work?

Mountain bike! Every single weekend if weather allows. Love to travel to trails such as Spider Mountain in Austin and Bentonville. Great opportunity to be out in nature, have a thrill ride and just enjoy the moment.

Are you involved in any charitable organizations that you would like to tell people about?

I always support dog rescue and organizations. One of my beagles was a mascot for a local high school and helped raise money for his rescue!

Where did you grow up and how did your upbringing impact the person you are today?

My family moved from the Middle East to Boston, Massachusetts (Go Pats!) when I was two and I do not remember a time where my parents were not working their butts off and making their dreams come true. I was taught to work hard, be strong minded and have gratitude for what I have in my life. To be brought up in two very strong cultures, I learned to see things with multiple lens and take away what I believe in the most.

What's one interesting thing about you that even the people you work with every day probably don't know?

My dream was to make it in Hollywood. I wanted to be a filmmaker and I worked hard through my college career to get that going. I moved to NYC and then L.A. and trained at an A-level talent agency only to learn quickly that Hollywood is not for the weak! I made so many friends and to this day, follow their success in the entertainment world!

Is there anything else you would like to tell people about yourself or your company/organization?

My enthusiasm for something I believe in can be intimidating to some. But, when I believe in something and the success it can have, my excitement is at a level that some cannot comprehend. I am a hyperactive kid in an adult body, I will never change so take it or leave it!