TGI Fridays UK, the Americana cocktail bar and restaurant chain, has reported a marked improvement in sales performance one month after its landmark 4th July relaunch – the biggest menu overhaul in the brand’s history.
Since the brand relaunch in July, covers have increased by 10% compared to year-to-date performance, fuelled by 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 – the Texas Grill, Beef Short Rib, and Mother Clucker Burger – breaking into the top ten best-sellers within weeks.
Value offers and desserts proving a hit
TGI Fridays’ appetizer offers, including ‘2 for £15’ and ‘3 for £18’, are driving significant uptake. Alongside this, a refreshed dessert line-up – indulgent, bold and unapologetically fun – is boosting incremental sales and helping to deliver a strong finish to the guest experience.
Guest advocacy above industry average
TGI Fridays has redeveloped its guest experience using a new team model and over 2,000 team members have been re-trained to ensure the best guest experience. This has led to dish ratings, Net Promoter Scores and GOS scores climbing beyond industry benchmarks since the relaunch, reflecting the positive reception to the bolder flavours, enhanced presentation, and improved value proposition.
Innovation pipeline continues
On 18 August, TGI Fridays will debut Shake Me to Dubai, a limited-edition £7 milkshake inspired by the viral “Dubai chocolate” trend. Featuring pistachio cream, kataifi pastry, whipped cream, and rich milk chocolate sauce, the indulgent creation is designed to drive both conversation and incremental dessert sales during the late summer period.
Rhiannon Scarlett, chief marketing officer at TGI Fridays UK, said: “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. 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.”
For more information and bookings: www.tgifridays.co.uk/book-a-table
