Welcoming guests back time and again

With Campaign at the heart of its digital strategy, TGI Fridays is shaping relevant, compelling moments of engagement that attract guests back to its restaurants again and again.

“We see that when we reach out to someone with content that resonates with them as an individual, they’re more likely to engage with the brand,” explains Flanagan. “Whereas in the past we were unable to identify the types of messages most likely to appeal to each member of our audience, we can now precisely target our outreach based on hard data. Within a matter of weeks, we were already measuring extremely positive results.

“We’ve increased repeat visits from members of our loyalty program by 61%, boosting revenues attributed to those customers by 66%. Those customers are also becoming far more likely to recommend us their to friends, and we’ve seen a dramatic 300% boost in the number of guests referred by loyalty customers.”

As TGI Fridays builds a large following on the digital channel, it is introducing a new generation of customers to the brand. Unique guest visits have increased by 51%, and the company is measuring a 30% increase in loyalty program sign-ups.

“Because Campaign makes it so fast and easy to segment our guests, we can be more creative and agile with our campaigns,” comments Flanagan. “As a result, it’s far easier for us to jump on trends quickly when they emerge — something that just wasn’t possible with our previous approach to digital marketing.”

TGI Fridays is now planning innovative ways to use Campaign to nurture long-term loyalty. Working with media partner Reprise, the company is targeting its social advertising campaigns at guests who have recently visited a TGI Fridays restaurant and opened an email from the brand.

“Our journey with the Acoustic solution is just beginning, but we’re already moving the needle when it comes to engagement,” Flanagan concludes. “Campaign has become one of the key pillars of our strategic roadmap for digital, and we are very impressed with the results we’ve achieved so far. Looking ahead, we plan to build on our close collaboration with Punchh and Acoustic to create even more compelling, relevant, and exciting digital experiences for our guests.”

TGI Fridays UK

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