TGI Fridays

From dated casual dining to vibrant social companion. Repositioning TGI
Fridays to connect with Millennial and Gen Z women through caring,
Exciting, and unconventional experiences.

TGI Fridays, once the original New York fern bar, had lost its spark.
Declining relevance and sales, a shift toward experience-driven dining,
and a disconnect between heritage and current offerings left the brand
struggling to connect with younger audiences.

We repositioned TGI Fridays as the Ultimate Wingwoman — your go-to
for a safe, fun, and spontaneous night out.