The group’s ‘ultimate comeback campaign’, as it has been dubbed, has been launched to coincide with the brand’s 60th anniversary and US Independence Day, and is described as ‘a pivotal moment in TGI Fridays’ evolution under a leaner, more agile business model’.
“This is an exciting moment for TGI Fridays - a full brand reset that reinforces everything people have always loved about us,” says Julie McEwan, CEO of TGI Fridays UK.
“TGI Fridays has a rich heritage of bold flavour, high-energy hospitality and unforgettable celebrations - and we’ve gone back to those roots to bring that magic into a new era.”
It follows a tough year for the business that saw its UK franchise bought by Breal and Calveton back in October 2024 after its previous owner, Hostmore, filed for administration.
The deal led to dozens of closures, including the brand’s flagship London Leicester Square restaurant.
Following the acquisition, the group says it has delivered several ‘key improvements’ including streamlined operations; improved like-for-like sales; stronger employee retention; and lifted guest satisfaction above 90% for its dishes.
TGI’s new menu is described as the group’s ‘most ambitious’ to date with 50% of the dishes refreshed and 70% of the grill menu revamped.
With an emphasis on its Americana roots, new signature dishes include an ‘ultimate Texas mixed grill’ of ribs, rump steak and half roast chicken served with slaw, onion rings, mac and cheese, corn ribs and Southern style BBQ pit beans; Cajun-spiced salmon fillet; and a range of American sandwiches including a beef dip.
Alongside menu changes has been an overhaul of the group’s pricing, with appetiser bundles, free kid’s meals and family feast trays added to the offering.
Additionally, guests will be given greater customization control over their meal with new topping choices, side swaps, and upgraded build options throughout the menu.
The group is also placing a renewed focus on its in-venue theatre and hospitality ethos, with select locations reintroducing photo booths and candyfloss machines.
“Over the past eight months, we’ve restructured the business, invested in our incredible team, and rebuilt our offer around quality, value and experience,” McEwan continues.
The group adds that it aims to build on its momentum with continued investment in people, product and performance in the future.
This includes a full tech stack overhaul to integrate systems and guest data; segmenting restaurants into hero bars, family destinations and party-led formats; and expanding the brand’s footprint with new concept trials in both existing and new locations.
“These moves are about reigniting the spirit of TGI Fridays for today’s guest, with the energy, warmth and theatre that’s made us iconic for 60 years,” says McEwan.