T.G.I. Friday’s is the original casual dining restaurant in America and continues to be the industry’s innovative trendsetter forty five years later. The iconic brand offers a one-of-a-kind experience that is uniquely America has become the favorite pastime of millions of guests 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 928 in 44 states and 61 countries, making it the largest casual dining chain internationally in terms of number of countries and number of international locations (321).
In 2009, the T.G.I. Friday’s celebrated its 44th 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.
Five years ago, the company embarked on 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, virtually all of the 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. The company-owned restaurants will complete the revitalization initiative this year, with franchises soon to follow by the end of 2011.
Revitalization resulted in 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 was a huge success.
In March 2007, the restaurant chain debuted its Right Portion, Right Price menu, a selection of 10 entrées that are about 30% smaller in portion and priced about 1/3 less than regular entrées. The initiative, which was met with industry and media skepticism, is now well into its three year anniversary.
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.
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.
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 2008, Friday’s became the first and continues to be the only casual dining restaurant to implement a guest recognition program, an enhanced in-restaurant experience for its best guests. Now more than one million members strong, “Give Me More Stripes" members are given special treatment at all US Friday’s.
Industry leadership, innovation and standard of excellence continue to be T.G.I. Friday’s hallmarks. 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 61 countries around the world.
