TGI Fridays: The revival no one saw coming
Everyone loves a comeback, and after a few years of turbulence, TGI Fridays is back, and tugging on our nostalgic little heartstrings has absolutely everything to do with it…
Nostalgia is booming because it offers emotional comfort in a world that feels increasingly unstable.
With global stressors, from economic uncertainty to political unrest, people are turning to the past for reassurance. Nostalgia builds a sense of self-continuity and belonging, making brands feel familiar and trustworthy. This is especially true for Millennials and Gen Z, who are embracing eras they never lived through. They're not just reminiscing; they're borrowing second-hand memories and turning them into cultural currency.
A Recipe for Revival: The brand's new campaign, cheekily titled "Everyone Loves a Comeback," taps into the wider revival vibe that has brought many brands back into the spotlight recently.
Enter Rhiannon Scarlett, Fridays' Chief Marketing Officer since 2022, fresh from giving The Body Shop a glow-up. Under her leadership, Fridays has gone full throttle, rebuilding its digital ecosystem, launching a fast-food spin-off and rolling out delivery like it's 1999 (but with better UX).
But the real magic?
Embracing its identity rather than running from it with a strategy built on three pillars:
Product: The grill is back in the spotlight, sizzling with indulgent Americana flavours and scratch-made classics
Celebration: Fridays is reclaiming its crown as the go-to spot for birthdays, big wins and spontaneous sing-alongs
Brand: With humour and heart, Fridays is owning its heritage. Ads proudly call it "cheesy" and "old-fashioned" because that's precisely what fans adore
And guess what? It's working. Guest satisfaction is soaring past 90 per cent, and positive media sentiment has jumped from 49% to 70%. Fridays aren't just back; it's part of the conversation.
How did they do it?
Well, it wasn't just a fresh lick of paint. Fridays went deep, rethinking its menu, tech and tone. The grill is now the hero, serving up unapologetically indulgent dishes like maple-Sriracha glazes, loaded tots, and burgers that practically shout, "Treat yourself." And behind the scenes, the brand rebuilt its digital backbone, launched new formats and streamlined operations. It wasn't glamorous, but it laid the groundwork for the glow-up.
“The relaunch campaign didn’t try to be slick or overly polished. Instead, it leaned into the quirks, birthday songs, retro vibes, and “cheesy” reputation, and turned them into strengths.
Ads poked fun at Fridays’ dated image, proudly reclaiming its place as the fun one in a sea of serious dining. And it struck a chord. Customers responded with nostalgia, yes, but also with renewed interest. Footfall rose, sentiment improved, and Fridays started feeling relevant again..”
TGI Fridays' comeback isn't just a feel-good story; it's a masterclass in brand revival. The brand leaned into nostalgia, choosing to reinterpret its roots rather than abandon them. It adopted a bold tone, utilising self-aware humour to rebuild trust and relatability with its audience.
Investment in digital was key, ensuring a modern, seamless customer experience. And in a climate where every penny counts, Fridays focuses on value, crafting propositions that resonate with customers looking for indulgence without the guilt.