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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 (5/10)
Name Title State
Jerry C. President & Chief Operating 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

Stephanie P. Chief Marketing Officer TX
John A. Chief Executive Officer TX
Matthew D. Vice President, Brand Marketing & Concept Development TX
Michelle M. Senior Director, Loyalty & Relationship Marketing 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 present
*** ******'* *** ( ******** ********** ********* ) 2015 present
*** ******'* **** ***** Public Relations unknown present
*** ******'* ******* **************, ***. Media Buying, Media Planning 2017 present

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WinmoEdge

Millennial Digital, TV Opps: TGI Friday's debuts plans for brand overhaul (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: TGIF announced plans to open a re-imagined restaurant in Corpus Christi, Texas this week. According to newly-appointed president and CEO Robert Palleschi (more here), the restaurant is “an ongoing innovation,” a “reinvention” and, to a certain degree, a “repositioning.” According to Rick Richardson, TGIF US president, the overall system draws about 45% of its customers from the millennial age group and has seen “significant growth in that over the last 18 months.” In an effort to appeal to this set even more, Richardson said the new location is aimed at creating “Fridays as a social place to be.”

Renovations and innovations in the new location include: an “amplified” bar space, Wi-Fi, a deli case for grab-and-go options, new juice and coffee bars, extended hours (7 am to 2 am), late-night entertainment, “hangover” brunch on Saturdays and Sundays and so-called “hang-out spaces” for events. Palleschi added that this is really more of a wholesale change – “not only the look and feel of the exterior and interior, but it’s also a change with the review of the daypart and taking a fresh look at everything.” 

Therefore, the company could be open to more innovative marketing ideas down the line, especially those that will differentiate it from other casual dining options, such as Applebee's, Ruby Tuesday and

WPP's here).

Additional Information

tgi-fridays-est-tv-spend-01-01-2015--12-31-2015 (2)

Experience: Last summer, TGIF promoted Tripp Sessions to chief digital and technology officer. He had previously served as the company’s VP and CIO.

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).  

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

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 2015 channel/show targeting.

So far in 2016, TGIF has spent $9.9 million on national TV ads (up from $8.5 million for the same period 2015). See chart for 2016 show targeting. 

Digital Breakdown: So far in 2016, TGIF has run 36 display ads on 23 publishers (17% mobile). Top 2016 ad destinations include aplu.com, wikia.com, live.com and someecards.com (99% placed site direct versus programmatically). 

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

Jillian Mezzetta 
Strategic Planning Senior Associate – Mindshare
(617) 226-9000
jillian.mezzetta@mindshareworld.com