TGI Fridays Changes Stripes With New Prototype

TGI Fridays is seeking millennials (and customers with a millennial-mindset).

Earlier this month, the 51-year-old chain opened the doors of a new prototype in Corpus Christi, Texas. Instead of candy-stripe awnings and dark booths, the10,000-sq.-ft. restaurant delivers a brighter, more vibrant interior, with flexible “fluid social zones” where guests can adapt seating and spaces to their needs.

Front-of-the-house changes include a reimaged floorplan that still positions the bar as the centerpiece of the restaurant, but expands it with a fresh juice and a coffee program. Friday’s new “Offsite” area, opening at 7 a.m., offers an all-day social hub and work space to attract coffee drinkers and the work-at-home laptop crowd.

While the majority of the renovation took place in the dining area, menu offerings also have expanded. A Fridays’ representative told FER that those changes didn’t specifically require it to reconfigure what he says were “already well-appointed kitchens.” The Corpus Christi concept is stepping up to the growing popularity of breakfast, with an expanded, more innovative brunch menu, including smoothies and other healthy fare. An open deli case offers a variety of grab-and-go salads and sandwiches.

If the re-engineered unit proves a success with customers, the entire Fridays system might follow suit.