American trends prompt TGI Fridays brand expansion

Brand expansion agency Beanstalk is to work with TGI Fridays to develop its international licensing programme, with a focus on the UK. 

This comes after Tulip launched a range of sous vide barbecue-style products for Morrisons under the TGI Fridays brand. Aimed at those wanting to replicate the restaurant experience from the comfort of their own homes, products available in the initial range include a slow cooked barbacoa pulled beef tortilla wrap kit, slow cooked rack of ribs with Tennessee Bourbon BBQ glaze, slow cooked chicken wings, and a pork ribs selection pack.

A gifting selection, developed by IG Design Group, is scheduled to hit shelves for Christmas this year. The range will aim to help customers produce American-style dining, alongside TGI Fridays cocktails in their own homes.

“TGI Fridays has enjoyed fantastic success at retail in North America for more than ten years, with a select stable of strategic partners,” said Chris Phylactou, senior director global licensing, strategic sourcing and brand protection for the restaurant chain. “We are thrilled to now have the opportunity to expand the programme internationally and deliver to fans of TGI Fridays a new way to make every day like Friday.”

The expansion programme wil also focus on Australia, Taiwan and South Korea as areas of growth.

“Not only is TGI Fridays known for its personalised service and authentic American food and drinks, but it was also the first original American bar and grill brand to enter multiple markets around the world,” explained Lisa Reiner, managing director of Beanstalk for Europe and Asia Pacific. “The demand for authentic American style foods has grown rapidly and this is the perfect time to respond to consumer tastes and expand such a well-known and loved brand like Fridays.”

TGI Fridays currently has over 900 restaurants in 58 countries. The enterprise was born out of the dream to bring people together to socialise in a fun environment, with the ethos “In here, it’s always Friday”.

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