Ned Lidvall took over as chief executive for ice cream chain Friendly's just as consumers cut back on spending amid the recession. His company has responded to customers' tighter budgets by rolling out a $9.99 value meal, which Lidvall says is gaining "tremendous traction." In a Q-and-A, Lidvall talks about how Friendly's stays relevant amid other family restaurants and the frozen-yogurt craze.

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