Signature’s American-style Melbourne party venue (TGI) Fridays has again ushered in a new look, aiming to attract teetotaler Gen Z customers.
The US institution TGI Fridays launched in Australia in 1995, in South Yarra. Imperium Group took over operations in 2001.
Signature Hospitality Group, already known for its chain of Sporting Globe venues, acquired the brand in 2017.
Two years later it rebranded to simply ‘Fridays’ and revised its f&b menus and offering in pursuit of the Millennials market.
The group has now reportedly spent over a million on the latest revamp, said to be inspired by the trend of “competitive socialising” amongst Gen Z, who it sees as drawn to immersive experiences over merely meals.
Although this sector are notoriously light drinkers, Signature believes they still want “to be entertained and spend money” and it has taken a unique approach to sharpen the appeal.
Fridays has seen the introduction of a spectrum of immersive digital games, as table games find renewed interest in the digital era. Some of these include darts, ‘Duckpin’ bowling, and ‘Shufflr’, which is a digital interpretation of shuffleboard.
The non-alcoholic drinks market is growing by double digits year-on-year and Fridays will be serving up booze-free ‘dirty sodas’ – currently all the rage in the USA – which are akin to a ‘spider’ milkshake, containing a mix of soft drinks with juices, cream and other flavours.
Signature CEO James Sinclair says the move has already proven its mettle, seeing revenue up 40 per cent on the same period last year.
(TGI) Fridays is experiencing strain in its home country, with some locations closing, but is now established and “thriving” in 40 countries, including Greece and a new site in the Maldives.
Sinclair believes hospitality businesses should not rest on their laurels.
“We will absolutely continue to innovate and invest in our company,” he told the Herald.
