TGI Fridays revamps menu as part of comeback strategy

Tgi Frdys aims to return after a difficult year that witnessed dozens of closure and bankruptcy deposit. The former CEO, Ray Blanchette, has returned to leadership, leading efforts to restore growth and profitability.

The company joined a number of restaurants that submitted protection in the bankruptcy court in 2024 after it failed to manage the heavy debt that it accumulated during the Covid-19 pandemic. Close more than twenty sites. During the restructuring, the company sold 27 out of 39 units owned by companies to the concession owners, and the transition to a model led by the fully led by the franchise. In January 2025, Blacitte, founder of Sugarloaf Tgif Management, enters to lead the company again.

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Blacitete, who held the position of CEO for the first time from 2018 to 2023, admitted that the company “tried to tend to ourselves.” To correct the training course, an advisory council established the concession to help direct decisions at the brand level and move quickly. He told Fox Business.

The promotions focus on improving the quality and consistency of components, with a renewed focus on internal preparation. The company dates back to practices such as hand planning chicken, manual meat slices and making sauces from scratch-to replace versions that are purchased from the store that often contains stabilizers, according to Blancitte.

Tgi Frdys joined a number of protective restaurants in the bankruptcy court in 2024 after failing to manage the heavy debt that it accumulated during the Covid-19s. (John Greim / Lightrockket via Getty Images) / Getty Images)

Blanchett said that the company is also working to attract a younger audience, which contains “high food intelligence.” However, this does not mean that it completely adopts the shift in consumer preferences towards healthy options.

“This may sometimes be some missing missions because the guest says one thing, and they buy differently,” said Blanchett. “Certainly food full of nutrients has a place in our list, but it is not the driving force behind the list.”

The CEO says that the list is subject to Chile

Blacitete realizes that TGI Frionss is not in a position that allows him to threaten any major brands of restaurants – but its smaller size provides a unique feature.

“We can bear more risks and do things that may cause them to disrupt their own strategy,” he said. “I think this is a role that we can likely play in the landscape in the restaurant, in an attempt to push the envelope around bold innovation. All of these flavors, all new trends definitely fit with this template.”

A large part of its revival plan is to update the brand’s voice, targeting younger consumers through social media and renewing its list. (Lynne Cameron / Pa Images via Getty Images) / Getty Images)

For example, he said that the company explores the use of beef and how it can enhance the flavor of fried potatoes.

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Behind the menu innovation, TGI FRIDAIS also transforms how to display itself. The company “changes the brand’s voice and activates it” and focuses more on the involvement of consumers through social media instead of traditional television advertising campaigns, according to Blanchette.

“We do not use the rear vision mirror to drive the car. We are looking through the windshield and said:” Well, what does this create in terms of the opportunity for us? “If we are now smarter, if we are now more compatible, can we move faster? Can we do things that our competitors will never think because of the size and size of their businesses? “