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New vision for TGI Fridays

By   /  April 20, 2017  /  No Comments

A new leadership team has been appointed at TGI Fridays Asia Pacific, as the brand looks to implement its new strategic direction under Andrew Cox’s Imperium Group.

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New leadership at TGI Fridays brings new vision and focus on expansion

Duncan Thomson (group general manager), Sunny Gilbert (group exec chef), and Tom Allan (marketing manager ) are behind the new strategy “Refresh, Refine, Refocus, and Revitalize”.

“We must continue to evolve as a brand and present a more contemporary experience to our guests,” said Thomson. “TGI Fridays has lasted the test of time within the most competitive food market in the world, we will outperform all other American chain brands by serving our 10 millionth customer this year and with the recent surge in popularity of American BBQ and Grill there has never been a better time to grow TGI Fridays market position as the pioneers of American bar and grill.”

The menu has been completely overhauled with a stronger focus on premium produce and precise food execution.

Gilbert says he was “blown away at the numbers the group does”, bringing an opportunity to develop new cooking techniques and better produce.

“Our new menu is creative, fresh and highlights the best in American BBQ Grill yet maintaining the essence of the brand.”

Smaller venue footprints under 400sqm are also on the cards, with a mix of cocktail bar and grill selection.

“We are even looking at small QSR options as well as bar centric models going back to the original New York corner cocktail bar for CBD locations,” said Thompson. “This flexibility allows us to mould the brand into a variety of commercial spaces and create sub brands which is very attractive to commercial developers”.

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  • Published: 11 months ago on April 20, 2017
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  • Last Modified: April 21, 2017 @ 12:45 pm
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