TGI Fridays Reimagined for "Millennial-Minded"

When it comes to TGI Fridays, what’s the first thing that comes to mind? The endless appetizers and pub grub of mozzarella sticks? The waiters and waitresses wearing goofy buttons (a.k.a. flair)? Or perhaps it’s the tchotchke-laden walls covered in road signs, movie memorabilia and jerseys from local sports teams?

For nearly 50 years, this very atmosphere has served the restaurant well. It was a place where people would go after work to decompress, or it was the go-to weekend spot for high-schoolers after a local football game.

But now, Fridays has made it clear that they’re ready for a radical makeover, and they recently announced that they’re tailoring their restaurants to better suit the tastes of younger generations. According to Eater, a TGI Fridays in Texas has been completely renovated to give it a “brighter and more vibrant contemporary design,” which includes “flexible areas” for hanging out. The prototype is also open at 7 a.m., and it features Wi-Fi-equipped areas for the work-from-home crowds. And later at night, Fridays presents lives events, including bands, trivia and open-mic nights.

In addition to the new layout, the restaurant also has an updated menu and a grab-and-go section featuring pre-packaged salads and bento boxes for customers wanting to spend a little less for a little more convenience. The bar will serve up juices and coffees. And perhaps the best part of the new menu is the “Hangover Brunch” on Saturdays and Sundays, which includes Bloody Mars, smoothies, ancho-coca chicken and waffles and buckets of bacon.

“It’s a response to what customers are looking for,” said Fridays CMO Brian Gies, explaining that “fluid social zones” were the operative idea behind the concept. “We’re finding that people will use the grab-and-go to bring something back to their table, or if they’ve been at the bar having a beer and they’re winding down, they may grab a bite to go. It’s about delivering flexibility.”

The subtext here is that older chains need to start catering to Millennials—a demographic that purchased $2.45 trillion in goods and services last year. But still, Gies maintains that Fridays isn’t making a play for Millennials in particular. Rather, they’re targeting the “Millennial-minded.”

“It doesn’t have to be handcuffed to a certain age,” Gies said. “It’s catering to how customers think.”

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