TGI Fridays is one of the most successful casual dining brands in the UK, consistently delivering outstanding atmosphere and customer experience.

The Challenge

TGI Fridays wanted to to increase footfall in key city centre locations, including the new concept store in Newcastle-upon-Tyne, and they engaged us to assist with a digital screen strategy and roll-out.

What we did

As a brand, Friday’s had a lot to say but as digital screens were their main in-store communication channel, they needed to get multiple messages across and make the medium work as hard as possible.

We began by devising a fresh content strategy with a multi-channel approach to screen layout for eight of their UK sites, working with interior designer Harrison to position different screens in the most effective locations on the customer journey.

External screens in portrait format attracted attention and drove footfall into the restaurant through compelling, eye-catching value offers and delicious-looking hero products. We carefully curated the video creative, explaining the service proposition, and showcasing the menu offers available at different times of day.

Screens installed at the bar used day-parted messaging about the various products on offer, whether a morning coffee, afternoon shake or after-work drinks.

 

A real innovation were the screens in dwelling places for people at tables to interact with engaging content that was instagrammable. The iconic New York imagery on photo frame-style screens featured changing colours and animated elements to make a talking point as well as being relevant to the brand story. Light-hearted messaging changed at different times of the day, from ‘But First. Coffee’ in the morning to ‘Good Food. Good Mood.’ later in the day.

The Kaleidovision creative studio devised and produced all of the content, drawing on the brand’s fun personality to craft something new, fresh and contemporary; our account managers worked with the brand and interior designers to deliver the strategy, equipment and functionality. All the content is programmed according to the time of day and audience demography, running from our video players for ease of updating information.

The multi-channel communication strategy was automatically rolled out to new stores, while our content and design was so well received that it has been adopted across video, ATL advertising and other branding concepts.

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