TGI Fridays
Reigniting a cultural icon with unapologetic joy.
Background
TGI Fridays was once a cultural touchstone – an American grill that stood for feel-good food, high-energy vibes, and pure escapism. But after years of dilution, dated perceptions and declining relevance, the brand had lost its way. Facing fierce competition, a fragmented F&B offer and slipping customer loyalty, it needed a fundamental reset.
Following its buyout from administration, TGIs had an ambitious plan to transform – but needed a clear brand strategy to fulfil it. Boldspace was tasked with reigniting the brand by reconnecting it to its original spirit, while repositioning it for a new generation. We dove deep into the DNA to rediscover the reason it existed in the first place: to make people feel good.
How we got there
We began with deep strategic exploration – analysing brand heritage, cultural sentiment, competitor activity and internal interviews. What emerged was a universal truth: TGI Fridays thrives when it delivers unfiltered, unapologetic joy. This wasn’t about a day of the week. It was about a mindset – the feeling of release, indulgence, togetherness and good old-fashioned fun. The result was a bold new brand positioning – Primal Joy – brought to life through the creative platform, Friday State of Mind.
Oh. And we brought back the grill. With no forks given.
Brand messaging
We created a characterful, confident brand voice grounded in simplicity and swagger.
Tone of voice
Bold simplicity. Freewheeling optimism. Straight-shooting charm. Cinematic storytelling.
Every line – from menu intros to employee behaviours – delivers on the promise of joyful escape.
Typography
Lilita One headlines and Work Sans body – expressive, accessible, and ownable.
Brand idenitity
We built a visual world rooted in the best of modern Americana.
Confident. Desirable. Full of character. From rich TGI Red to Manhattan Green and Joyous Yellow – full of heat, warmth and energy.
Relaunch campaign creative
Our brand relaunch tackled misconceptions head-on, with a campaign that proudly declared: “We’re So Back.”
We took the insults and owned them. One word. One image. Total reframe. Because as our campaign pointed out – ‘Everyone loves a comeback story’.
The brand now stands fully recharged – a brand rediscovered from its roots and reignited with a bold new energy.
TGI Fridays isn’t just back. It never felt this good.
Menu strategy
Rooted in the grill, we rebuilt the menu as a celebration of primal indulgence, including iconic dishes with unapologetic portions – smashed burgers, corn ribs, burnt ends. We introduced craft beer to the menu to complement the best-selling cocktail matched to moments and meals, whilst menu copy respected the classics, but made them feel fresh again, citing the cities they are born from to dial up the rich heritage.
Design system
Structured grid layouts with oversized type, red stripes and layered storytelling.
Together, this became a toolkit to confidently express the brand wherever it shows up.
Employer brand
We updated the famous TGI Fridays employee guide to recreate the generous atmosphere the brand became famous for in the modern day. ‘No half measures’. ‘We’ve got this’. ‘The real deal’. ‘The extra mile’. A culture built on kindness, individuality and camaraderie. Teams became the frontline of joy – turning service into something unforgettable. Just how it used to be.
Experiential strategy
Along with the positioning, brand and menu, we also gave the experience strategy a quick overhaul. We built out a flexible experience model, able to adapt to the location. From suburban diners oozing nostalgic Americana to city bars with live music, pool and the full weekend vibe midweek, to flagship hot spots full of sensory immersion in the Friday state of mind, our framework was both ambitious and achievable. Each venue was designed to deliver on Primal Joy – tailored to context, united in spirit.
'It’s been an absolute pleasure working with you and the incredibly talented team at Boldspace. I value your strategic thinking and commitment to rebuilding the brand with us. I am so proud of the work we have done together.'
Rhiannon Scarlett
Chief Marketing Officer