How TGI Fridays had to reinvent itself for the millennial generation
It was one of Melbourne’s hip meeting spots in the 90s. A lot has changed since then — including TGI Fridays. Will the next generation embrace the chain’s new direction?
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Melbourne’s answer to the hip New York bar scene opened on Chapel Street almost 25 years ago.
After a successful three decades abroad, US brand TGI Fridays opened an American style sports bar at South Yarra’s funky Jam Factory in 1995, giving us a glimpse into a bar culture only seen on TV and the big screen.
Fridays delivered on the good vibes as the working week came to a close, giving 20-30 somethings a space to meet new people.
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There were bright cocktails for the girls, sport for the boys and an easygoing menu appreciated by all.
As we entered the new millennium, Australia’s infatuation with Fridays grew.
In 2001, Imperium Group took over TGI Fridays, bringing the brand to the ‘burbs.
But after 16 years, while Melbourne’s food and drinks culture boomed and new technology changed the way brands influenced customers, TGIs rollercoaster came to a stop.
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People didn’t want to go out to eat a burger or ribs from a family-style diner, while their kids chowed down on nuggets, chips and soft serve ice cream.
The reality was, Melbourne families had become more sophisticated in their dining choices.
Despite Fridays success overseas — having almost 1000 restaurants in 60 countries worldwide — something needed to be done to reinvent the brand in Australia.
Signature Hospitality Group chief executive James Sinclair, behind the Sporting Globe franchise, saw an opportunity to grow Fridays and took over the brand in 2017.
“I saw a real opportunity at the time … the brand really resonated for Australia and had been successful overseas,” Mr Sinclair said.
In 2010, Mr Sinclair lived the US and noticed “America’s infinity with buffalo wings and American football.”
That inspired him to open his first Sporting Globe in Geelong when he returned to Australia.
Now there’s 13 venues across Australia.
As with Sporting Globe, Mr Sinclair saw ways he could make Fridays more appealing to young people.
“When you look at the way Australia’s built and developing, the population growth is in the suburbs and (places to eat and drink) are usually based around shopping centres,” he said.
“There’s casual dining precincts and entertainment hubs, and that all fits within the TGI Fridays brand.”
TGI Fridays caters to one million customers in Australia each year, but wasn’t appealing to the Millennials.
“We weren’t capitalising and they have more disposable income to spend on food and drinks,” he said.
HOW FRIDAYS REINVENTED ITSELF
In the last 18 months, Fridays has opened five new stores giving off a contemporary New York feel and vibe.
There’s an open kitchen, high-end finishings, a prominent space with a new cocktail menu.
The menu was also given an overhaul, trimming 78 items to 38, improving the quality of the produce and making everything in-house.
Mr Sinclair said Fridays diners had the choice of a sit-down table service, or a more casual dining experience.
A new Fridays app — launched to appeal to a younger audience — offers a loyalty program.
“Prior to that we weren’t getting that younger clientele,” he said.
“Brands have to evolve and be innovative, and continue to be innovative to stay contemporary.
“We resonate quite well in the Melbourne market.”