Covers are up 10% compared to year-to-date performance with TGI Fridays’ ‘Appetizer Offers’ - including ‘2 for £15’ and ‘3 for £18’ - driving significant uptake and repeat visits.
The company - which operates around 50 restaurants - says that dish ratings, Net Promoter Scores and GOS scores are climbing beyond industry benchmarks.
“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 TGI Fridays UK chief marketing officer 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.”
TGI Fridays said it was entering a ‘new era’ when it unveiled its ‘brand reset’ last month (4 July).
The group’s ‘ultimate comeback campaign’, as it has been dubbed, was launched to coincide with the brand’s 60th anniversary and US Independence Day, and was described as ‘a pivotal moment in TGI Fridays’ evolution under a leaner, more agile business model’.
It followed 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.