TGI Friday's | Company Profile, Marketing Contacts, Media Spend, Brands
Popular in both the UK and the US, TGI Fridays is a casual dining restaurant chain.
|Main Telephone||0844 846 9944|
|Main Fax||01582 635 092|
TGI Friday's ContactsContacts (5/11)
|Karen F.||Chief Executive Officer||Bedfordshire|
Sample of Associated Brands
|Darrell W.||Chief Operating Officer||Bedfordshire|
|Hayley S.||Director, Operations||Bedfordshire|
|Lee Z.||Director, Operations||Bedfordshire|
|Ella C.||International Marketing Director||Bedfordshire|
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Review Imminent?: Struggling TGI Friday's adds more pounds to digital
Subject: Casual Dining Restaurants, Digital, TV, Social, Millennials.
Company: TGI Friday's, owned by Electra Partners, is an American casual restaurant chain with 72 sites in the UK
Opportunity: TGI Fridays remains in the red, having recently reported a £12.45m pre-tax loss, despite increased sales (+11pc to £193.5m), after being acquired by Electra Partners in Dec. 2014. The brand still plans to open eight new restaurants this year, so growth and further investment is expected.
Recent openings and larger digital and social marketing have been directed at attracting a larger millennial audience. TV remains a large part of the restaurant's strategy and there's no plans to cut this budget. However, pounds are getting thrown into the mix to support more digital ads. Sellers should look to Christmas marketing that has just emerged, following suit of last year.
The restaurant brand has upped desktop ad spend by more than 68 times year-on-year but still isn't quite breaking the bank. Per Pathmatics, TGI Friday's has allocated £412k (up from £6k in 2015) so far this year on desktop ads, generating nearly 16m impressions (up from 2.3m). Both last year and this year, Q1 was when the majority of this activity took place, so anticipate the same for 2017.
Rocket handles media planning and buying, but digital and creative agencies could probably win some business with the fast casual chain this year or early next if you're charming enough.
Media Spend: Spends most of its money in the first half, mainly in TV.
Digital Breakdown: After relying solely on an ad network last year, this year Friday's has made a complete switch to site-direct, purchasing all impressions from one site: wikia.com. However, Moat reports additional ad destinations including officiallondontheatre.co.uk, fatsecret.co.uk and nationaldaycalendar.com.
Last year's top sites included ibtimes.co.uk, talktalk.co.uk and channel5.com. Mobile spend increased around £30k this year, getting 1.9m impressions also from wikia.com. Last year's mobile activity was split between SSPs (60%) and an ad network (40%).
Target Audience: Young adults, families.
Competitors: Harvester Restaurants, Angus Steakhouse, Giraffe Restaurants, Gourmet Burger Kitchen, Hungry Horse, Nando's, Burger King.
253 - 254 Capability Green
Luton, Bedfordshire LU1 3LU
0844 846 9944
Ms Karen Forrester
Ms. Jennifer Martin
Mr Laurence Burden
Search Strategist, Rocket
Ms Cristina Bernasconi
Biddable Account Director, Rocket
Mr Matt Evans
Head of Digital Strategy & Planning, Rocket