TGI Fridays unveils brand overhaul

TGI Fridays will open a reimaged restaurant in Corpus Christi, Texas, Monday night that makes key changes to the casual-dining brand’s offerings, hours and identity, executives said Friday.

rendering of TGI Fridays in Texas

The reimaged restaurant, located in an area that skews high in Millennial customers, will offer mobile and reservations technology, multi-bar areas, expanded operating hours, grab-and-go offerings and a new area called Fridays Offsite to appeal to the coffee-shop crowd.

“It’s an ongoing innovation,” Robert Palleschi, who took the helm as TGI Fridays president and CEO in February, said in an interview Friday. “I like to say it’s a re-invention and, to a certain degree, a repositioning.”

The renovation of the 13-year-old, nearly 10,000-square-foot Corpus Christi location was aimed at creating “Fridays as a social place to be,” said Ricky Richardson, president of TGI Fridays USA, in an interview from the restaurant, which was originally converted from a China Coast restaurant.

“It’s going after occasions that are truly social at heart,” he said.

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