Tgi Fridays
T.G.I. Friday’s Restaurant
Running head: T.G.I. FRIDAY’S RESTAURANT
T.G.I. Friday’s Restaurant
Daniella Bugli
Jeff Karasinski
Ashley DeRuiter
Darryl Nobles
Davenport University
Marketing Research
Carla Papenfuse
December 16, 2010
1
T.G.I. Friday’s Restaurant
2
Executive Summary
T.G.I. Friday’s is a casual dining restaurant that has been a well-known chain since 1965.
The theme of the restaurant provides a lively environment that keeps an engaging atmosphere where customers feel comfortable going. Friday’s has presented great marketing strategies over the years that have helped them become the restaurant they are today such as the Give Me More
Stripes program and World Bartender Championship. Within the Grand Rapids locations, we have researched marketing strategies that will help the company generate more income. These possible marketing tools will create the company with an advantage over other competitors in their locations. By discussing the industry and the customers within the Grand Rapids area, we have figured out what will work and what hasn’t been as effective. The recommendations that are stated are the events and promotions we have planned for Friday’s. These events/promotions will help the company increase their overall sales. Although Friday’s is already engaged to different programs to benefit their company, there are many other strategies that will help benefit them. Friday’s needs to be more aware of the opportunities they are given, therefore creating a customer loyalty will only provide more possibilities for them overall. With all the changes they have been making throughout the company as a whole, Friday’s is heading in the right direction to build their customer loyalty.
T.G.I. Friday’s Restaurant
3
T.G.I. Friday’s Restaurant
Background
T.G.I Friday’s was founded in 1965 in Manhattan, New York on the corner of 63rd Street and First Avenue by a perfume salesman named Alan Stillman. “Stillman decided that the coolest way to meet the
Running head: T.G.I. FRIDAY’S RESTAURANT
T.G.I. Friday’s Restaurant
Daniella Bugli
Jeff Karasinski
Ashley DeRuiter
Darryl Nobles
Davenport University
Marketing Research
Carla Papenfuse
December 16, 2010
1
T.G.I. Friday’s Restaurant
2
Executive Summary
T.G.I. Friday’s is a casual dining restaurant that has been a well-known chain since 1965.
The theme of the restaurant provides a lively environment that keeps an engaging atmosphere where customers feel comfortable going. Friday’s has presented great marketing strategies over the years that have helped them become the restaurant they are today such as the Give Me More
Stripes program and World Bartender Championship. Within the Grand Rapids locations, we have researched marketing strategies that will help the company generate more income. These possible marketing tools will create the company with an advantage over other competitors in their locations. By discussing the industry and the customers within the Grand Rapids area, we have figured out what will work and what hasn’t been as effective. The recommendations that are stated are the events and promotions we have planned for Friday’s. These events/promotions will help the company increase their overall sales. Although Friday’s is already engaged to different programs to benefit their company, there are many other strategies that will help benefit them. Friday’s needs to be more aware of the opportunities they are given, therefore creating a customer loyalty will only provide more possibilities for them overall. With all the changes they have been making throughout the company as a whole, Friday’s is heading in the right direction to build their customer loyalty.
T.G.I. Friday’s Restaurant
3
T.G.I. Friday’s Restaurant
Background
T.G.I Friday’s was founded in 1965 in Manhattan, New York on the corner of 63rd Street and First Avenue by a perfume salesman named Alan Stillman. “Stillman decided that the coolest way to meet the
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