As the once-iconic happy hour spot recovers from bankruptcy, it has launched 11 new menu items as part of its turnaround strategy, with prices starting at $5.
Inflation and shifting consumer preferences are putting pressure on the restaurant industry, forcing chains to go above and beyond to impress diners.
TGI Fridays, the brand that introduced America to the singles bar concept, has faced its fair share of financial challenges, including a bankruptcy filing last fall and a sharp decline in restaurant count.
As part of its forward-thinking strategy and plan to woo back customers, the world-famous happy hour chain eliminated 85% of its menu in a massive shakeup.
The U.S. Sun spoke exclusively with TGI Fridays CEO Ray Blanchette, who was appointed in April, about the reimagined menu, which features innovative bites and drinks.
MOUTHWATERING MOVES
On May 13, the iconic restaurant-bar chain’s reworked menu went live in all of its approximately 85 remaining US locations.
The menu overhaul, which includes a variety of delectable options, aims to preserve TGI Fridays’ iconic legacy while modernizing the casual dining experience for customers.
“The new menu is a tribute to TGI Fridays’ roots as an innovator that raises the bar with bold, unapologetic food that guests feel excited about when they gather together and celebrate,” Blanchette told the newspaper.
The CEO stated that, while the company was thrilled with the entire new menu, TGI Fridays’ upgraded mozzarella sticks “stand out.”
The chain is credited with popularizing mozzarella sticks in the 1980s when it introduced them as an appetizer, and has now released an upgraded version that comes “sauced” in three bold, new flavors.
Blanchette was also excited about the new signature “Power Pour” cocktails, saying they “really show off our celebratory vibe.”
“They are a shoutout to Fridays’ legacy as the world’s first cocktail bar, but with a new, modern twist, using fresh fruit and two ounce pours of premium liquor,” said the company’s CEO.
While diners can expect the new menu items to be priced competitively, Blanchette emphasized that TGI Fridays will always offer “amazing deals” to its customers.
The executive referred to the restaurant chain’s famous TGIF $5 happy hour specials, which include a variety of cocktails and drinks, as well as delectable bar bites such as the new mozzarella sticks.
Blanchette also mentioned TGI Fridays’ special Meal Deals, which start at $9.99 and include an entree, side dish, and drink.
Fans can select from a list of ten meals, which include a mix of classic favorites and innovative dishes:
- 6 oz Sirloin
- Friday’s Big Ribs
- Bacon Ranch Chicken Sandwich
- Crispy Chicken Fingers
- Chicken Fettuccine Alfredo
- Whiskey-Glazed Chicken Slammers
- Buffalo Chicken Slammers
- Caesar Salad with Grilled Chicken
- Grilled Salmon
- Cheeseburger
FRIDAYS EVOLVED
TGI Fridays’ reworked menu includes a curated selection of items that the chain hopes will entice loyal customers.
Blanchette aimed to make “no regrets moves” when revamping the menu, emphasizing an innovative yet modern approach to the items its fans are familiar with, particularly appetizers, meats, and cocktails.
However, the struggling casual dining chain has made efforts to attract a new demographic of diners known as Gen Z, who prefer new and unique flavors.
“Gen Z customers have a high ‘food IQ,'” the CEO explained. “They are interested in bold flavors and unique ingredients, and they value quality.”
TGI Fridays New Menu
TGI Fridays fans can expect a mouthful of bold flavor with the chain’s revamped menu, which features a variety of new options.
Bites:
- Big Queso Energy Burger: This messy meal comes with lettuce, pico de gallo, roasted jalapeños, cheddar cheese, poblano queso and a side of even more queso.
- Loaded Tots: This leveled-up app now comes fully loaded with bacon, cheese, green onions and the chain’s new TGI Sauce.
- TGI Sauce: This is an all-purpose signature sauce the chain describes as “creamy & tangy with a sweet-smoky kick.”
- Mozzarella Sticks: This item can now come sauced in three different flavors: RedHot Buffalo, Garlic Parmesan and the Fridays-only Whiskey Glaze. Customers can also opt for the Original with all three sauces on the side.
Beverages:
- The eL.I.T.e: This mega-sized beverage is a Long Island iced tea and Lemonade hybrid featuring Smirnoff vodka, New Amsterdam gin, Captain Morgan Spiced rum, Grand Marnier, lemonade and a splash of Coca-Cola.
- Jack’s New Fashioned: This cocktail features Jack Daniel’s whiskey, torched sugar, Angostura bitters and black cherry, and is topped with a cherry.
- Fri-Yay Rita: This “sweet, sour and a little bit salty” drink combines Patrón Silver tequila, Fridays’ own agave sour, a splash of Grand Marnier, a half-salt rim and a lime squeeze.
- Turbo Toro: This bold beverage takes Patrón Silver tequila, blue curaçao, lime juice, passion fruit and adds a full can of Red Bull Tropical.
- Tito’s Thunderbolt: Described as the “jolt you didn’t know you needed,” this drink has Tito’s Handmade Vodka, lemonade and Owen’s Transfusion Mix, over ice and topped with lemon.
- The Late Checkout: This beachy beverage features Bacardi Gold rum, Chambord, passion fruit, lemonade and a splash of grenadine, all over ice.
- Strawberry Henny: This drink combines Hennessy V.S, Grand Marnier and fresh strawberry purée, and is topped with a sliced strawberry.
Blanchette explained that the menu overhaul addressed three key areas.
“Our new menu features new twists on classic dishes and focuses on the quality of the ingredients – fresh, flavorful, and with attention to the cooking process, such as hand-breading, as well as presentation for that wow factor.””We pride ourselves on food that is impressive and suited for life’s celebrations.”
While Gen Z’s distinct tastes were in mind when developing the new menu, the CEO stated that TGI Fridays was also working to attract Millennials as a key demographic.
“We are also appealing to Millennials who are having families and want a place where they can bring their kids, where the environment is a little louder, a little more fun,” Blanchette told me.
“They can still enjoy a nice cocktail and a good meal and cater to the children too.”
TASTEFUL TWEAKS
TGI Fridays’ menu upgrades and new target markets demonstrate the company’s efforts to modernize while remaining true to its roots.
The company’s original target audience was single people in their twenties and thirties, with TGI Fridays serving as a casual bar and restaurant for young adults to socialize.
Since then, the restaurant chain has expanded its reach, focusing on attracting both younger consumers and families.
TGI Fridays has used various marketing strategies to connect with young consumers looking for new experiences.
One way the chain accomplishes this is by engaging and attracting diners through social media rather than traditional TV ad campaigns.
TGI Fridays’ strategic shifts reflect a growing trend among restaurant brands to refresh their identities in order to remain relevant.
For example, a popular breakfast chain has made three significant changes and is focusing heavily on “convenient” dining.
Meanwhile, a burger joint has confirmed a significant recipe change, and diners will notice that three fan favorites taste different.