T.G.I. Friday’s, one of the first American casual dining chains, offers a unique dining experience that has become the favorite pastime of millions worldwide. Opening in 1965, the first T.G.I. Friday’s restaurant was located at First Avenue and 63rd Street in New York City and featured red and white stripes, a blue exterior and its name -- T.G.I. Friday’s. Inside were wooden floors, Tiffany-style lamps, bentwood chairs and striped tablecloths. The bar area, with its brass rails and stained glass, contributed to the classic ambiance. To obtain the signature T.G.I. Friday’s interior décor, a full-time antique “picker” traveled extensively to auctions and flea markets. Memorabilia had to be authentic and, if possible, unique to the area where the new restaurant was located. In a Nashville warehouse, this “clutter” was restored before being loaded on a truck bound for the next T.G.I. Friday’s restaurant opening.
The New York T.G.I. Friday’s location enjoyed immediate and spectacular success. First year revenues totaled $1 million. The Upper East Side Manhattan restaurant had become THE meeting place for single adults. In fact, according to Newsweek and The Saturday Evening Post, the opening of T.G.I. Friday’s restaurant heralded the dawn of the singles age.
By 1972 the restaurant was taking everyone by storm. By 1975, there were ten T.G.I. Friday’s restaurants in eight states. As of today, there are more than 750 in 49 states and 54 countries!
This year the T.G.I. Friday’s brand is celebrating its 40th birthday, becoming the first national casual dining chain to reach that milestone. As the guests have evolved over time, so has the Friday's brand. Two and a half years ago Richard Snead, president and CEO, began the revitalization of the T.G.I. Friday’s brand including the redesigning of restaurant exteriors and famous interiors, music format, uniforms, and the introduction of a new menu layout and menu selections. Friday’s® has also embarked on a training program to strengthen and enhance their traditional high energy service style and increased its advertising to boost the restaurant’s presence in the marketplace.
To date more than 80 of its company-owned T.G.I. Friday’s restaurants have been remodeled, doing away with Tiffany-style lamps and red-and-white tablecloths in favor of a more contemporary interior and modern signage. Franchisees have also joined the remodel initiative with two locations being remodeled in 2004. This year, an additional 75 company-owned restaurants will be remodeled with all remaining corporate remodels to take place in 2006. All franchise restaurants are scheduled to be remodeled by the end of 2007.
Dramatic changes have been made to the restaurant exteriors and interiors. A deeper shade of red was used on taller and more graphic exterior awnings, and a tower entry was added along with more modern signage, which includes a sculptural black and red metal tumbler. Revamped interiors are less cluttered and more contemporary chic with dark woods, stainless steel, backless bar stools and new lighting. Even the music has been updated to reflect the tastes and preferences of today’s Friday’s restaurant guest. Most striking about the interior is the revamping of the fabled T.G.I. Friday’s memorabilia. ‘Retired’ memorabilia reflects icons of the 40’s, 50’s and 60’s. Modern classic icons such as disco balls and MTV’s Moon man are a few of the items featured in the new décor.
Long recognized for their wide selection of food and beverage offerings, Friday’s continues its innovative menu development. In 2003, Friday’s was the first national casual dining restaurant chain to partner with Atkins Nutritional Approach®. The relationship has been a huge success. “Our menu has always been about providing great choices. Many of our guests seek options that assist them in their personal health goals. They now have a greater opportunity to do so at Friday’s,” says Snead. In January the restaurant chain also debuted three new “guilt free” choices that are lower in fat and calories.
The T.G.I. Friday’s menu layout has been redesigned to make navigating the wide array of choices easier for guests. Bright colors and photos are incorporated to highlight category choices, including an entire page dedicated to Jack Daniel’s® Grill, one of Friday’s best selling categories, and Atkins® menu items. Two full pages have been incorporated for beverage offerings, including non-alcoholic selections. The back cover features “Friday’s Favorites” emphasizing traditional favorites and new menu offerings.
In order to build the best relationships as the Friday’s brand mission statement decrees, a more concerted effort has been aimed at implementing a strategic approach to diversity and truly representing the communities that T.G.I. Friday’s restaurants serve. For example, Carlson Restaurants named a vice president of diversity to review the company’s current diversity status and develop a long-term strategy to initiate progress. Friday’s restaurants also debuted divisional Women’s Forums to provide networking and mentoring for the growing number of Friday’s female restaurant managers.
T.G.I. Friday’s strives to provide a great place for great people to do great work by encouraging an environment in which employees have the opportunity to excel. From greeters to servers, barbacks to bussers, managers to executives, all employees have the power to initiate change.
In 1990, for the first time in the history of the T.G.I. Friday’s concept, network media was utilized to support the national marketing efforts. From 1990-1993, network radio programming was a vehicle through which Friday's was able to greatly increase sales and penetrate new markets. In January of 1994 -- in addition to continued spot radio in select markets, outdoor advertisement, print placement and national and local promotions -- T.G.I. Friday’s restaurants gained coast-to-coast exposure through network television. This year T.G.I. Friday’s restaurants will run national television advertising all year long – a first for the Company.
Industry leadership, innovation and standard of excellence continue to be T.G.I. Friday’s hallmarks. “We are proud of our history in the industry and look forward to the excitement and challenge of the future,” said Snead.
Built upon a legacy of a fun experience and fantastic food and drink, T.G.I. Friday’s restaurants provide an environment where families and individuals alike can have a great experience in 54 countries around the world.
