Friendly’s launches ‘Build Your Own Burger’ contest

By Chris Reidy, Globe Staff

Friendly’s, a one-time ice cream icon looking to rejuvenate its restaurant mojo, is launching a “Build Your Own Burger” contest that could yield the winner the ground-beef equivalent of 15 minutes of fame.

Top this. Photo taken from Friendly’s website.

One of the prizes? The opportunity for a budding uber chef to have his or her burger featured for one month at their local Friendly’s restaurant, the Wilbraham-based chain said. And did we mention $100 Friendly’s gift cards? They are also among the prizes.

As many locals know, Friendly’s got its start in Springfield in 1935. And for many years, its formula of serving up family-friendly meals capped off by an ice cream dessert delighted New Englanders. The chain’s mantra: “Where ice cream makes the meal.”

But then times and tastes changed, and the chain hit some rough patches. Now it is looking to press on and win new fans.

And, presumably, the “Build Your Own Burger” contest is a small part of this effort. “Taste your new Friendly’s” is currently a marketing message on the chain’s website.

Here’s some official skinny on the burger contest: “Designed to foster the culinary creativity of Friendly’s fans and burger aficionados, Friendly’s encourages anyone 15 years or older to participate. Contestants that enter Friendly’s ‘Build Your Own Burger’ contest will submit an original creation by selecting their preferred bread, protein, cheeses, and toppings from an approved list of ingredients and accompaniments, for the chance to compete in one of three ‘Burger Bashes’ hosted at Friendly’s restaurants in Watertown, Mass., Massapequa Park, N.Y., and Baltimore, Md.”

FYI: The Friendly’s website suggests that approved toppings include sauerkraut, pastrami, and a three-cheese Caesar blend as well as such standard fare as ketchup and pickles.

So why have a “Build Your Own Burger” contest now? May, Friendly’s explained, is National Hamburger Month.