TGI Fridays blends tradition with tech and breakfast

The brand leverages its rewards app and breakfast range to target new diners.

Amidst rising pressures from digitally savvy and health-conscious consumers, TGI Fridays attempts a balancing act by staying true to its Americana roots whilst chasing relevance in a fast-changing quick-service restaurant (QSR) space by launching an expanded breakfast menu and leaning more on its rewards app.

In a quick Q&A ahead of her appearance at the QSR Media UK Redcat Conference & Awards 2025, Rhiannon Scarlett, chief marketing officer of TGI Fridays, discussed the brand’s efforts to modernise without losing its identity.

QSR Media: As the leader of a QSR brand, what do you see as the biggest challenges and opportunities facing the industry today?
Scarlett: The QSR industry is at a pivotal moment, shaped by shifting consumer expectations and rapid digital transformation. One of the biggest challenges we face is evolving with a younger, more health-conscious, and digitally native audience whilst staying true to the core DNA of our brand. At TGI Fridays, that means honouring our legacy of bold, Americana-style indulgence and social dining, even as we adapt to a landscape that demands more flexibility, transparency, and relevance.

The opportunity lies in reimagining what value and experience mean in this new era. Guests today want more than speed and affordability—they crave personalisation, authenticity, and emotional connection. That’s why we’re investing in meaningful innovation, both digitally and on the plate.

Our Fridays Rewards app is a prime example—it’s not just a loyalty tool, it’s a platform for deeper engagement. We’re using it to tailor offers, create moments of surprise and delight, and give our guests more reasons to return.

We’re also expanding our menu to match the evolving tastes and lifestyles of our audience. Our new breakfast range, Rise & Dine, brings that unmistakable TGI Fridays energy to mornings—whether it’s our indulgent pancake stacks or our value-driven Bacon Ciabatta at just £5. New offerings like this are accessible and invite guests to engage with us across more parts of the day.

Ultimately, the challenge for us is transformation without alienation—modernising in a way that invites new audiences in without losing the essence that long-time fans love. The opportunity is to lead with relevance by creating new and rewarding ways to experience the TGI Fridays brand across digital and in-store.

How do you approach balancing short-term growth goals with long-term sustainability, especially in such a fast-paced sector?
In a high-velocity industry like QSR, it’s easy to chase quick wins, but we’ve made it a priority to ensure every short-term initiative actively contributes to our long-term brand and business strategy. Our guiding principle is simple: does this deliver today, and does it help shape the Fridays we want to be five or ten years from now?

Take our £6 Cocktail Hour—on the surface, it’s a tactical move to drive traffic during quieter weekday slots. But more strategically, it reinforces our long-term ambition to own the space of spontaneous, social fun. It’s a short-term offer that deepens the emotional connection we want guests to have with the TGI Fridays experience.

Another great example is our bold plant-based menu for Veganuary 2025. Yes, it drove immediate footfall and excitement during a typically quieter trading window—but it also served a bigger purpose: helping us better understand flexitarian behaviour and reposition TGI Fridays as a place where indulgence and choice can coexist. We laid the groundwork for a more balanced and inclusive menu that supports future sustainability, both in terms of guest demand and operational relevance.

Ultimately, our approach is to make every short-term move serve a long-term purpose. That’s how we stay agile in the moment without compromising the brand we’re building for the future. Growth today matters—but only if it helps us earn lasting relevance.

In an environment where customer expectations are continuously shifting, how do you ensure your brand remains agile and responsive?
At TGI Fridays, it starts with listening. We’ve built a continuous feedback loop through our rewards app, social media, and review platforms, giving our operations and marketing teams real-time insight into guest sentiment and behaviour.

This data informs everything from menu development to campaign planning, allowing us to make fast, informed decisions that stay aligned with evolving guest needs.

Ultimately, staying responsive means being insight-led and execution-ready. It’s about balancing real-time data with brand purpose to make smart moves fast, so we’re not just keeping up with customers; we’re staying a step ahead.

What are some of the key strategic decisions you’re making to foster innovation whilst maintaining consistency and quality across your operations? (Please cite examples.)
We’re focused on driving innovation that enhances guest experience without compromising operational consistency. This is underpinned by some key strategic decisions:

Menu innovation with purpose: We’re elevating freshness across the board, with improved ingredients, new recipes, and a broader range of vegan and vegetarian options. Our latest menu renovation has a committed focus to enhance our perceived freshness and choice across the menu, helping us appeal to more health-conscious and flexitarian diners without losing that signature Fridays' indulgence.

Embedding AI: We’re actively introducing AI tools to streamline internal processes—from smarter scheduling and inventory forecasting to creative campaign testing. It’s helping teams work more efficiently while freeing up time to focus on guest experience and innovation.

Staying close to the front line: Our support office and executive team spend regular time in restaurants, staying close to both operations and guests. This helps to ensure decisions are made based on real-world insight and our teams remain aligned on delivering consistent quality.

Brand positioning: We’re bringing our new brand vision to life, making sure we bring primal joy to every customer interaction. This is ultimately guiding everything we do—from menu design to restaurant ambience—ensuring every touchpoint feels unmistakably Fridays whilst moving the brand forward.

Looking into the future, what do you believe will be the defining characteristics of successful QSR brands, and how is your company positioning itself for that future?
The most successful QSR brands of the future will be those that seamlessly combine convenience, character, and conscience. Speed and value will always matter—but they’re no longer enough. Consumers increasingly expect experiences that are fast, fun, and firmly grounded in a sense of purpose.

At TGI Fridays, we’re leaning into this shift by evolving the brand in ways that feel both fresh and meaningful. That means stronger, more consistent brand storytelling, an elevated guest experience, and a sharper focus on community impact and sustainability. From menu innovation to local partnerships and digital engagement, we’re working to ensure every guest touchpoint reflects our renewed sense of relevance.

Our upcoming brand relaunch is a bold step in that direction. We’re bringing TGI Fridays back with a clearer identity, more inclusive offerings, and a commitment to making every visit feel like a moment worth sharing.

Ultimately, the QSR brands that thrive will be those that stand for something—those that bring joy, value, and values together. That’s the future we’re building toward, and we’re excited to bring the next generation along for the ride!