As production director, I managed a team of two project managers along with multiple designers, developers and quality control experts as we set about reexpressing T.G.I. Friday’s as the casual place to eat and drink that serves the liberating feeling of Friday as a shot of infectious energy. To refresh the image, we launched a new website, a mobile application with mobile commerce functionality, increased social media engagement and coupled all of these with online and mobile ad units. All activities looked to change the perception of Friday’s and drive customers back to socializing at Friday’s bars.
The new digital ecosystem consisted of a rebrand with a refreshed website and a best-in-class mobile application. The website was elevated by reorganizing content, including realistic food and drink photography, no bite-and-smile, as well as adding quotes and information straight from the bartender.
The key objectives of the mobile app were to deliver a top-of-the-line, visually appealing app for customers to connect with the brand, to keep customers engaged and interested in Friday’s and to provide users an efficient way of paying their tab directly from their device. The application allows for mobile payments, includes a store locater, integration with social media and full food and drink menus.
