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TGI Friday's | Company Profile, Marketing Contacts, Media Spend, Brands




TGI Friday's is a casual dining restaurant headquartered in Texas. TGI Friday's was founded in 1965.

Main Telephone (972) 662-5400
Main Fax (972) 662-5505
Primary Address
19111 North Dallas Parkway
Suite 165
Dallas, TX 75287
USA

TGI Friday's Contacts

Contacts (5/13)
Name Title State
Robert P. President & Chief Executive Officer TX
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (972) 662-5400
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 19111 North Dallas Parkway
Suite 165
Dallas, TX
75287
USA

Quinton C. Vice President, Strategic Communication & External Affairs TX
Cindy S. Vice President, Marketing Activation TX
Matthew D. Vice President, Concept Development TX
Mitch M. Senior Director, International Consumer Insights TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Friday's American Bar *
Friday's Front Row Sports Grill *
TGI Friday's ********

Agency Relationships


Brand Agency Service From To
*** ******'* *** ******** *****, ***. creative 2011 2016
*** ******'* ********* media buying & planning 2013 present
*** ******'* **** ******** Creative, Social 2015 present
*** ******'* *** ( ******** ********** ********* ) 2015 present
*** ******'* **********, ***. Public Relations 2016 present

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DailyVista

TV, Digital Opps: TGI Friday's names president, CEO (Score 32)


Subject: digital, TV, mobile, social

Company: Winmo), the casual dining chain headquartered in Carrollton, Texas. TGIF currently has 490 restaurants in the US (90% are franchised).

Opportunity: Named Robert Palleschi as president and CEO, following the October resignation of Nick Shepherd. Beginning Feb 8, Palleschi will oversee operations and franchise partnerships, among other things. TGIF is currently undergoing a remodeling and re-franchising initiative, a process which began in 2014. Causal dining chains have been struggling to retain customers in the last few years, and TGIF is no different. According to the company’s research, almost half of its diners are millennials, so sellers and agencies should keep this in mind when pitching

TGIF’s CMO, Brian Gries, has been with the company for three years – close to the average 48 month tenure for a CMO. Therefore, the company could be open to more innovative ideas down the line, especially those that will differentiate it from other casual dining options, such as Applebee’s, Ruby Tuesday, Longhorn Steakhouse, Logan’s Roadhouse and others. Sellers should note that, in 2015, TGIF increased TV spend while decreasing its display presence – the opposite of most competitors (e.g. Ruby Tuesday just put 100% of its budget toward digital, social initiatives). 

WPP’s Mindshare has handled TGIF’s media buying and planning since 2013, according to The List.

tgi-fridays-est-tv-spend-01-01-2015--12-31-2015 (1)

Additional Information

tgi-fridays-est-tv-spend-01-01-2015--12-31-2015

Experience: Palleschi joins TGI Friday’s from Hilton Worldwide Corp., where he was CEO.

Media Spend: Kantar Media reports that TGIF spent $41.1 million on measured media through Q3 2015 (comparable to the $41.7 million spent for the first three quarters 2014).  

TV Breakdown: Per iSpot, TGIF spent $47.6 million on national TV ads for FY 2015 (up from $43.2 million in 2014). See charts for channel/show targeting.

Digital Breakdown: According to Moat, TGIF ran 86 display ads on 173 publishers in 2015 (14% mobile). Top ad destinations included bet.com, theonion.com, elitedaily.com, dorkly.com and collegehumor.com (only 1% of these ads were placed site direct and the remainder were programmatic).

TGIF also ran 260 high impact ads and 16 video ads last year. This is a decline in display ads from 2014, when 121 creatives were run on 2,826 publishers. 

Winmo)
4201 Marsh Ln.
Carrollton, TX
(972) 662-5400

Brian Gries 
Chief Marketing Officer
(972) 662-5400
bgies@fridays.com