Friendly’s Names Chief Branding Officer

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According to Restaurant Business, Ed Valle, who departed as El Pollo Loco’s chief marketing officer earlier this year, is now chief branding officer for Friendly’s, the family-dining chain announced Thursday.

Valle, who has been in the role since mid-October, has also held top marketing posts for Choice Hotels International Inc., Panera Bread, Dunkin’ Donuts, Subway and more.

“Growing up in the Northeast and having spent time living in the Boston area, I have many great memories of times spent at Friendly’s restaurants,” Valle said in a statement.

Friendly’s, which has 234 locations, has shuttered six units this week in the Northeast, according to local media reports.