TGI Fridays sees sales surge after relaunch

Americana cocktail bar and restaurant chain TGI Fridays has reported a marked improvement in sales performance one month after its landmark 4 July relaunch, which saw the biggest menu overhaul in the brand’s history.

Since the brand relaunch, covers have increased by 10% compared to year-to-date performance, fuelled by a renewed focus on value and the repositioning of the grill as the brand’s signature category.

Grill sales have surged from 17% of total sales mix pre-launch to 28% in July, with three new dishes – the Texas Grill, Beef Short Rib and Mother Clucker Burger – breaking into the top 10 best-sellers within weeks.

Value offers and desserts proving a hit

TGI Fridays’ appetiser offers, including ‘2 for £15’ and ‘3 for £18’, are driving significant uptake and repeat visits. Alongside this, a refreshed dessert line-up is boosting incremental sales and helping to deliver a strong finish to the guest experience.

Guest advocacy above industry average

TGI Fridays has redeveloped its guest experience using a new team model. Over 2,000 team members have been retrained to optimise the guest experience. This has led to dish ratings, Net Promoter Scores and GOS scores climbing beyond industry benchmarks since the relaunch.

Innovation pipeline continues

On 18 August, TGI Fridays will debut Shake Me to Dubai, a limited-edition £7 milkshake inspired by the viral Dubai chocolate trend. Featuring pistachio cream, kataifi pastry, whipped cream and rich milk chocolate sauce, the indulgent creation is designed to drive both conversation and incremental dessert sales during the late summer period.

“This relaunch was about bringing TGI Fridays’ heritage of bold flavours and high-energy hospitality into a new era  – and the early results speak for themselves," says Rhiannon Scarlett, chief marketing officer for the group. "We’ve grown covers by 10% and transformed the grill into a true growth engine, while delivering the value and theatre guests expect from TGI Fridays. The momentum we’ve built this summer is just the start.”

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