Tgi Fridays Revamps Menu as part of a refund strategy

Friday TGI seeks to return after a difficult year, which saw dozens of closure and bankruptcy application. Former CEO Ray BlanchettHe returned to the steering wheel, heading efforts to restore growth and profitability.

The company has joined a number of restaurants that filed for a defense in the bankruptcy court In 2024, after he did not manage the great debt accumulated during the COVID-19 pandemic. He closed more than two dozen seats. During the restructuring, the company sold 27 of its 39 corporate divisions Franchise, moving to a completely model under the guidance of Franchise. In January 2025, Blanchet, founder of Sugarloaf Tgif Management, entered to again head the company.

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Blanchett, who first held the CEO from 2018 to 2023, admitted that the company “tried to lean away”. To obtain the course, he created an Advisory Board of Franchisei to help manage decisions across the mark and moves fast. He told Fox Business that the company was already upgraded in his first 100 days ago 80% of its menuWith a new menu with food and cocktail, which launches all over the country on May 13.

The update focuses on improving the quality of the ingredients and sequence, with a new emphasis on its own training. The company returns to practices such as a chicken that does not suffer from the hands, steaks for cutting hands and making sauces from scratch-changing purchased versions that often contain stabilizers, Blanchette reports.

Frideys Tgi joined a number of restaurants who fell to the bankruptcy court in 2024 after not receiving the great debt he had accumulated during the Covid-19 pandemic. (John Greim / LightRockket via Getty Images) / Getty Images)

Blanchette said the company is also working on addressing the younger audience that has “high food”. However that does not mean that it completely covers the shift of consumers Benefits to healthier options.

“It can sometimes be a little fool because the guest says one thing, and they buy,” Blanchet said. “Food full of nutrients certainly takes place in our menu, but it is not a driving force for the menu.”

The main director believes

Blanchette admits that Tgi Fridays are unable to seriously threaten any major restaurant brands – but its smaller size offers a unique advantage.

“We can risk and doing things that can make them break their own strategy,” he said. “I think this is the role that we probably could and should play in the restaurant landscape, trying to really push the envelope around bold innovations. And all these flavors, all new trends, are certainly fit into this form.”

Most of his revival plan is the refreshing of the brand’s voice, focusing on young consumers through social media and refurbishing its menu. (Lynn Cameron / by image via Getty Images) / Getty Images)

For example, he said the company is studying the use of beef and how it could improve the aroma of her French.

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In addition to innovation in the menu, TGI Fridays also changes the way it represents. The company “changes the voice of the brand and refreshes it” and is more focused on attracting consumers through social media According to Blanchette, not traditional television advertising campaigns.

“We do not use the rear view mirror to drive the car. We look through the windshield and say,” Good what it creates in terms of the opportunity for us? “,” said Blanchett. “If we are more agile now, if we are more aligned now, can we move faster? Can we do things that our competitors never consider from the size and scale of their business? “