TGI Fridays has seen a jump in covers and grill sales one month after its relaunch and menu overhaul.
Last month, the restaurant chain unveiled a full brand reset, unveiling a new menu with 50% of dishes refreshed and 70% of the grill reworked, alongside an “updated guest experience” and a new value-led pricing strategy.
Covers have since increased by 10% compared to its year-to-date performance, which it attributed to 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, including the Texas Grill, Beef Short Rib, and Mother Clucker Burger, breaking into the top 10 bestsellers within weeks.
TGI Fridays said its app-exclusive offers, including ‘two for £15’ and ‘three for £18’, are also driving “significant uptake” and repeat visits.
The restaurant chain has redeveloped its guest experience using a new team model and over 2,000 team members have been retrained. This has led to dish ratings, net promoter scores and GOS scores “climbing beyond industry restaurants” since the relaunch.
Alongside the refreshed menu last month, the brand is now launching a limited-edition £7 ‘Shake Me to Dubai' milkshake on 18 August, inspired by the viral Dubai chocolate trend. It is designed to drive 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,” said TGI Fridays UK CMO Rhiannon Scarlett.
“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.”
No comments yet