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Posts Tagged ‘T.G.I. Friday’s’

T.G.I. Fridays Pushes the Boundaries of Reality with ‘Endless Appetizers’

TGI F

These aren’t “endless” unless you’re discussing their shelf life.

The greatest sociological experiment of our time has begun–and it involves lots of appetizers.

One could discuss the marketing/brand identification strategy behind T.G.I. Fridays‘ decision to give all comers as many appetizers as they can stuff into their mouths this summer for the low price of $10. One could ask whether this attempt to woo cheap eaters is really all about the drinks they’ll justify with that two-digit total. One might even ask why Guy Fieri was not somehow involved.

But we just finished a super-long weekend, so this morning we’ll let USA Today (nice placement!) do the analysis for us…

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Applebee’s Makes the Most of Its ‘Casual’ Reputation

Club Applebee'sAsk the average guy on the street for a prime example of a generic, mediocre “casual dining” chain and chances are very good that he’ll name Applebee’s, The Olive Garden, or both (though you might get the occasional Outback Steakhouse or T.G.I. Friday’s).

These restaurants often do pretty good business, but we think you’ll agree: they have something of an image problem. Yet Applebee’s, also known as the microwave industry’s best friend, has witnessed big sales growth over the past two years.

How? Let’s call it self-acceptance.

Julia Stewart, CEO of parent company DineEquity, uses her recent Fast Company interview to talk about selling locations to local operators, yada yada, but her main point involves embracing the fact that people tend to make fun of Applebee’s (if they mention it at all).

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T.G.I. Friday’s Hypes End of the World Party Campaign

T.G.I. Friday's Based on our Twitter and Facebook news feeds, we know that everyone is laughing at those poor souls who really do believe that tonight marks the end of the world (as we know it). We feel fine, though, because we’ve caught wind, via Drew Kerr at the New York Observer, of campaigns from brands that unexpectedly used the coming apocalypse as an amusing promo opportunity–most prominently T.G.I. Friday’s.

The re-heated dinner chain’s press release is really something: As “a brand born to celebrate the end of the work week, Friday’s felt it had an obligation to pay attention to the prediction” and to celebrate the end of…well, everything. The brand is going all out with this campaign, holding special “Last Friday” celebrations complete with Mayan-themed décor and drinks in Miami, LA and other cities.

The accompanying video is also funny in a couple of ways:

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