{"id":370,"date":"2025-07-09T06:00:49","date_gmt":"2025-07-09T06:00:49","guid":{"rendered":"https:\/\/strackssmokingrill.com\/?p=370"},"modified":"2025-07-13T14:30:02","modified_gmt":"2025-07-13T14:30:02","slug":"tgi-fridays-is-coming-back-to-an-even-harsher-hospitality-landscape","status":"publish","type":"post","link":"https:\/\/strackssmokingrill.com\/index.php\/2025\/07\/09\/tgi-fridays-is-coming-back-to-an-even-harsher-hospitality-landscape\/","title":{"rendered":"TGI Fridays is coming back to an even harsher hospitality landscape"},"content":{"rendered":"<\/p>\n

Last October, TGI Fridays was one of several nationwide chains that <\/span>fell into administration<\/span><\/a>. However, just eight months after this announcement, the American-style restaurant is ready to hit the hospitality scene again with a major <\/span>rebrand<\/span><\/a>.<\/span><\/p>\n

It’s good news for fans Yet TGI Fridays’ comeback comes at a time when the hospitality industry is facing a great amount of turbulence <\/span>—<\/span> from the increase in employer <\/span>National Insurance Contributions (NICs)<\/span><\/a> to severe labour shortages and high <\/span>staff turnover<\/span><\/a>.<\/span><\/p>\n

With a promise to bring back the “magic” of the chain, will TGI Fridays be able to navigate this difficult landscape?<\/span><\/p>\n

TGI Fridays announces “ultimate comeback campaign”<\/h2>\n

TGI Fridays first opened its doors in Birmingham in 1986. With a <\/span>mission<\/span><\/a> to bring the US dining experience to Brits, the popular chain soon began expanding to other major locations across the country, including London, Aberdeen, Nottingham, Leeds, and Liverpool.<\/span><\/p>\n

Unfortunately, like many other <\/span>restaurant businesses<\/span><\/a>, TGI Fridays struggled post-COVID and during the cost-of-living crisis, The chain previously tried to rebrand to “Fridays” in 2020, but it wasn’t enough to save it, and the brand <\/span>entered administration<\/span><\/a> in October 2024, announcing the closure of 35 of its restaurants. <\/span><\/p>\n

Thankfully, the business was then acquired by private equity firm, Breal Capital and Calveton UK, saving a significant number of its restaurants and workers. <\/span><\/p>\n

And last week, TGI Fridays CEO Julie McEwan <\/span>announced plans<\/span><\/a> to restructure the business. Dubbed the “ultimate comeback campaign”, the restaurant’s rebrand will include a new menu, better customisation for meals such as new topping choices and side swaps, and the reintroduction of candy floss machines and photo booths in select locations.<\/span><\/p>\n

It will also involve updating its tech to integrate all systems and data, while restaurants will be categorised into hero bars, family destinations and party-led formats. Additionally, new ideas will be tested in both existing and new locations.<\/span><\/p>\n

“Over the past eight months, we’ve restructured the business, invested in our team, and rebuilt our offer around quality, value and experience,” McEwan told <\/span>Restaurant Online<\/span><\/a>.<\/span><\/p>\n

Is the TGI Fridays comeback too soon?<\/h2>\n

TGI Fridays’ enthusiastic comeback comes at a time when the hospitality industry feels like a battlefield of countless challenges, leading to just <\/span>70% of hospitality firms<\/span><\/a> feeling optimistic about the future.<\/span><\/p>\n

Inevitably, the cost-of-living crisis has led to a significant decrease in people dining out, thus affecting footfall and ultimately, <\/span>profit margins<\/span><\/a>. According to research by <\/span>KPMG<\/span><\/a>, eating out was the most common spending cut in 2024, with 72% of consumers eating in instead of out.<\/span><\/p>\n

Lack of customers is one thing, but staff shortages have only rubbed salt in the wound, being  <\/span>48% above pre-pandemic levels<\/span><\/a>. Retaining staff is proving to be challenging too, as the average turnover rate for hospitality was <\/span>37.6% in 2024<\/span><\/a> — the highest out of all other sectors.<\/span><\/p>\n

The UK’s <\/span>latest regulations for its Skilled Worker visa<\/span><\/a> have also made it difficult for businesses to hire international talent, with certain roles, including bakers, chefs and bar\/restaurant management, <\/span>no longer being eligible for the visa<\/span><\/a>. <\/span><\/p>\n

Meanwhile, increases in staffing costs, such as the <\/span>National Minimum Wage<\/span><\/a>, caused the <\/span>closure of 3,000 London bars and restaurants<\/span><\/a> last year as firms struggled to pay workers. The British Institute of Innkeeping (Bll) also warned that over <\/span>80% of pubs<\/span><\/a> will become unprofitable following the increase in employer NIC contributions.<\/span><\/p>\n

What does TGI Fridays’ return say about modern hospitality?<\/h2>\n

TGI Fridays’ rebrand shows a clear need for digital transformation – transforming from an old chain into an innovative and modern establishment that <\/span>embraces new technologies<\/span><\/a>.<\/span><\/p>\n

The Startups <\/span>Workforce Report<\/span><\/a> found that 22% of hospitality businesses report feeling pressured to adopt new technologies. TGI Fridays’ renewed focus on customisation and experience could be a learning curve for SMEs hoping to adopt a similar approach.<\/span><\/p>\n

At a time when more people are cutting back on dining out, unique experiences can go a long way to ensure both customer attraction and retention.<\/span><\/p>\n

After all, research from <\/span>SevenRooms<\/span><\/a> found that 72% of consumers plan to, or have already returned to a restaurant, after a unique experience. Many are also willing to pay extra for personalised experiences, including customised tasting menus (58%), curated appetiser platters (55%) and commemorative menus (51%).<\/span><\/p>\n

“This is an exciting moment for TGI Fridays – a full brand reset that reinforces everything people have always loved about us,” McEwan continued. <\/span><\/p>\n

“TGI Fridays has a rich heritage of bold flavour, high-energy hospitality and unforgettable celebrations – and we’ve gone back to those roots to bring that magic into a new era.”<\/span><\/p>\n

The post TGI Fridays is coming back to an even harsher hospitality landscape<\/a> appeared first on Startups.co.uk<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

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