TGIF

*

TGIF *

PROJECT TYPE: SVA Graduate Course

ROLE: Brand Strategist, Creative Strategist

TEAM: Zachary White, Elizebeth Ainsworth, Dyna Rivera, Srushti Pokerna

View the full strategy deck here.

What would happen if a sports bar put women at the center of the action?

Context:
TGI Fridays stands out in the hospitality industry for its unique beginnings. Launched in 1965 during the sexual revolution, it broke societal norms by creating a space where women and men could socialize after work, marking the birth of the singles bar. For decades, it thrived as an innovator—shaping U.S. happy hour culture, elevating mixology, and boasting bartenders who memorized hundreds of drink recipes. Its tagline, “In here, it’s always Friday,” and signature red-and-white stripes symbolized a haven for adults seeking to unwind.

Despite its promising foundation, TGI Fridays succumbed to the pressures of corporate scaling in the late 1990s. The brand shifted from a vibrant bar-and-grill concept to a family-oriented restaurant, alienating its core audience of working adults and singles. Operational compromises followed: fresh ingredients were replaced with frozen, bartender training was neglected, and the bold design aesthetic was softened. As a result, Fridays became indistinguishable from competitors like Chili’s and Applebee’s.

The consequences were stark: over 200 location closures since 2019, a 15% sales decline in 2023, and a Chapter 11 bankruptcy filing in November 2024. Fridays, once a trailblazer, now struggles to remain relevant.

Challenge:
How can TGI Fridays revive its pioneering soul and capture a new audience of diners?

Opportunity:
Create “the ultimate wingwoman”—a new sports bar concept for women that revives the social energy of the singles bar and provides an alternative to dating app fatigue.

From: a family casual restaurant

To: a vibrant singles bar

Cultural Evidence

  • 75% of Millennials and Gen Z

    say they’d rather spend their money on experiences than material things. Dining out needs to feel exciting, memorable, and worth it. (Wealth Formula, 2023)

  • 53% of U.S. diners

    are cutting back on meals out altogether. So, if a restaurant can’t offer something extraordinary, they risk losing out to cheaper alternatives. (CivicScience, 2024)

  • Women drive over 70% of all household purchasing decisions

    and increasingly seek spaces that feel inclusive, social, and tailored to their lifestyles. (RetailBrew, 2024)

IF SATURDAYS ARE FOR THE BOYS, FRIDAYS ARE FOR THE GIRLS.

There has never been a true female equivalent to the sports bar. For decades, sports bars have catered primarily to men—beer, wings, and games on the big screens. TGI Fridays can fill the gap.

Ultimate Wingwoman Brand Pillars

  • Caring

    A true wingwoman always leads with care. She’ll rally you out to the bars—but she’s also the one making sure you get home safely at the end of the night. In that same spirit, Fridays takes the lead in putting women’s safety at the heart of hospitality.

  • Exciting

    The wingwoman is all about fun—the rom-com bestie who won’t quit until you’re on the karaoke stage. Fridays channels that energy by serving up fresh craft cocktails and spaces designed to keep the night alive.

  • Unconventional

    With a wingwoman, you learn to expect the unexpected. Fridays rewrites the rules of dating and nightlife for a generation that refuses to settle for the ordinary.

Caring Activations

  • Bartender Training for Safer Nights

    TGI Fridays deepens its commitment to women’s safety by expanding bartender training to focus on preventing sexual harassment and assault. Bartenders are equipped to recognize the subtle signs of distress, intervene with discretion, and provide support whenever it’s needed.

  • Limited Sports Games on Screens

    To foster a space where everyone feels comfortable, TGI Fridays moves beyond male-dominated viewing culture and instead reflects a broader variety of interests.

  • Revamped Employee Mixology Program

    Provides bartenders with opportunities to express their creativity, introduce innovation into every drink, and develop resume-worthy skills and industry accreditations.

Exciting Activations

  • The Modern Fern Bar

    Fridays reimagines the fern bar, once known for its greenery-filled and stylish spaces that combined cocktails with a social and approachable vibe, drawing on its TGIF origins to deliver a bold new experience in hospitality.

  • Return to Bar-and-Grill Roots

    By returning to a bar-and-grill concept rather than a family dining model, Fridays reduces overhead while delivering a premium cocktail experience at an affordable price.

  • Speed Dating with Bumble

    TGI Fridays partners with Bumble, the dating app that empowers women to make the first move, to host Bumble IRL events inside its restaurants.

  • Reopened Flagship in NYC

    TGI Fridays cements its presence as a go-to nightlife destination by reopening in New York City and reacquiring its original flagship location.

Unconventional Activations

  • Fern Bar Inspired Vintage Drinks

    Delightfully nostalgic cocktails are reinvented by in-house mixology masters.

  • Uniforms with A Modern Twist

    Fridays’ new uniforms preserve the iconic energy of the stripes while giving employees the freedom to choose the style that best reflects them.

  • Analog Dating Walls

    Fridays encourages guests to step beyond dating apps and connect in more authentic ways. The Dating Wall features Polaroids and handwritten notes, inspiring genuine, personal connections.

  • Adults-Only Friday Nights

    To cultivate an atmosphere of adult fun, Friday nights are designated 21 and over.

Previous

The New York Times
Next

WeightWatchers