To help TGI Fridays reconnect with modern diners, we led a comprehensive transformation of the TGI Fridays digital experience. As production director, I managed two project managers and coordinated efforts across designers, developers, and quality control specialists. Our mission was to reposition the brand as a high-energy social destination and bring the spirit of Friday to life across every digital touchpoint.

Project Goals

• Reposition the brand as a bold, modern social destination
• Improve customer engagement across web, mobile, and social platforms
• Launch a visually engaging mobile app with payment capabilities
• Elevate the website’s design, content, and usability
• Drive traffic back to in-store dining and bar areas

Strategy and Process

To bring the brand’s new vision to life, we implemented a multi-channel digital strategy focused on authenticity, usability, and customer connection. Each component—from branding to technology—was carefully designed to support a cohesive and energizing user experience.

Brand Repositioning

We started by redefining how TGI Fridays presented itself online. The voice and tone shifted to a more relaxed, confident, and conversational style that mirrored how people talk when they’re out with friends. Visually, we moved away from artificial, overproduced imagery and instead focused on authentic food and drink photography. To humanize the experience further, we included real bartender quotes and in-store references, connecting users more directly with the Friday’s atmosphere.

Website Redesign

The website redesign focused on clarity, energy, and improved navigation. We reorganized content to prioritize the menu and store information while making it easier for users to explore. The visual direction reflected the rebrand—dynamic, bold, and food-forward. We also ensured the site performed consistently across devices and integrated key social elements to support community engagement.

Mobile App Development

The mobile app played a central role in extending the Friday’s experience beyond the restaurant. Designed with both form and function in mind, the app gave users the ability to view menus, find nearby locations, and—most importantly—pay their tab directly from their phone. Social media features and promotional tie-ins were built in to keep the brand top-of-mind even between visits. The app’s clean design and user-focused functionality helped distinguish it from competitors in the casual dining space.

Digital Campaigns and Engagement

To support the relaunch, we rolled out a set of digital ad campaigns that introduced the new app and refreshed brand message. Online and mobile ad units were tailored to drive awareness and reinforce the shift in tone. Our social media strategy centered on building excitement, encouraging user-generated content, and engaging with fans in a consistent, on-brand voice.

Outcome

The revitalized TGI Fridays digital experience delivered tangible results. Users responded positively to the new website design and app functionality, with significant increases in app downloads and mobile payment usage. Web engagement rose across key metrics, and social media interactions reflected renewed brand energy. Most importantly, the effort succeeded in helping customers rediscover Fridays as a go-to spot for relaxed, social dining—bringing the joy of Friday into every day of the week.