And Ruby Tuesday. And Olive Garden. Burger King has been giving its restaurants similar facelifts. And KFC. And Taco Bell. The chains are taking a cue, it seems, from the popularity—which is also to say, from their perspective, the threat—of Chipotle and Panera and Shake Shack and their fellow establishments: fast-casual spots whose designs tend to de-emphasize design itself.
Whether they seat their guests upon pleather banquettes or faux-industrial stools, these newly popular restaurants feature very little in the way of wall art or table art or strategic whimsy. And the casual dining segment, tired of losing market share to them, is now following their lead. Strategically de-cluttered, devoid of flair—devoid, indeed, of any decor that might distinguish them from their fellow establishments—chain restaurants are melding, visually, into one tentacular beast.
They are, en masse, going normcore. Customer feedback Fridays focuses on guest feedback through all channels, especially social media, transactional data, rewards members information to create the best plan and marketing tactic in order to drive sales.
An example of integrating customer feedback into a marketing promotion is its recent campaign in which consumers could vote on their favorite appetizers to be added to the menu.
The restaurant created appetizer items available for a limited time, encouraging customers to vote on their favorite, three of which would be included on the menu in the future. A YouTube page was also created featuring videos with characters based on the apps, to include a storytelling aspect to draw in more participants.
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TGI Fridays makes friends with customers through marketing innovation. Author Brielle Jaekel. The campaign also reached 1MM social media impressions and received 9, social actions.
The Butcher Shop speaks to another pandemic roadblock. In an April Datassential study, 34 percent of respondents listed "people handling my food," as a reason to avoid dining out.
Yet 24 percent—the third-highest measure—picked "foods I couldn't easily make at home" as a reason they'd return. On a high level, customers felt more comfortable cooking their food, where they could exert quality control, but also were growing wary of it. So the take-home kit model started to gain prominence throughout COVID, with brands throwing grocery items and other essentials into the mix.
Perhaps more notably—as far as restaurants are concerned—take-home kits enabled operators to empower guests to recreate dine-in experiences. And, thus, in this case, keep TGI Fridays top-of-mind before they were ready to return. And so, having that Butcher Shop option proved to be really beneficial to consumers. Bittorf adds Butcher Shop created an outlet for people during meat shortage periods. Ribs have been the most popular choice. Surf and Turf was a hit for Father's Day. The pandemic spotlighted other TGI Fridays products as well—items that were background offerings before.
Things like family meal boxes and platters whichbecame a strong part of the chain's mix, Bittorf says, after being almost nonexistent before. TGI Fridays began offering the drink in and claims to be the first major chain to do so. Many of TGI Fridays' metrics, like guest perception and overall brand attribute ratings, have risen steeply in recent weeks. Bittorf says TGI Fridays is generating about four times the number of online orders than it did pre-virus.
The company responded by improving the functionality and taking a microscope to rewards. Part of TGI Fridays' turnaround strategy in January was to triple the size of its active rewards base and increase frequency by at least 25 percent. One of the things that happened as a result of the crisis, Bittorf says, is TGI Fridays reduced its reliance on discounting. Instead, TGI Fridays is trying to build a value proposition that sticks. Great value for the price, without the need to discount any flagship items.
COVID opened this opportunity to some extent because why consumers dine out has changed. It isn't so much a variety game anymore. Familiarity and trust have climbed the ladder. Bittorf says many of TGI Fridays' metrics, like guest perception and overall brand attribute ratings, have risen steeply in recent weeks.
Especially in the areas of cleanliness and safety. The chain sees that as a reflection of loyal customers, incentivizing its database, and also "just the fact that people trust us," Bittorf says. It's given TGI Fridays a chance to leverage scale and equity in ways it couldn't when the field was oversaturated. Every restaurant has a "cleaning captain" that's responsible for sanitizing all touchpoints.
They clean tables after every visit. TGI Fridays also created disposable, one-time-use menus that are extra-large and heavy and double as a placemat.
So customers can dine-in without actually touching the table, if they so choose. Servers were instructed to ask guests if they can approach before doing so. They'll stand as far away as a consumer wants. But the key is they show care and thoughtfulness, and never assume anything.
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