In Jackson, N.J., diners can now chase a Whopper with an ice cream sundae.

According to the Boston Globe, Burger King has partnered with Friendly's Ice Cream to test a hybrid location called "Friendly's Scoop."

The Wilbraham company is spearheading the test, which will likely expand throughout the next year. Executives are planning up to 10 such co-branded locations in the New England area.

The initial location is operated by Joe Anghelone, a 13-unit Burger King Franchisee who pitched the idea to both companies more than two years ago.

He said he was looking to increase snack offerings to increase incremental sales, but didn't want to cannibalize his burger sales with pizza or chicken concepts. Ice cream revenues currently account for 18 percent of total sales at Friendly's Scoop, which has exceeded Anghelone's expectations.

The idea also has benefited Friendly's, which filed for bankruptcy protection last year. Harsha Agadi, Friendly's CEO, said the hybrid will increase the brand's awareness and, because of its smaller footprint, will open up a new avenue of growth into nontraditional locations.

Read more about branding.

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