TGI Fridays is undergoing a major brand refresh in the UK as it aims to solidify and strengthen its position in the British market.

The American-founded company, which operates a chain of restaurants as well as FMCG products, including frozen food sold at supermarkets, has revamped its marketing strategy as it aims to attract new customers and maintain its value-first pricing.

As part of the rebrand, its new menu was upgraded to include more personalisation and new condiments to cater to younger audiences, as well as a visual campaign advertising some of the food and drinks on offer.

TGIF was acquired in October 2024 and has been reporting solid financial results with quarterly sales growth, high customer satisfaction and better staff retention, according to the company.

Rhiannon Scarlett, CMO at TGI Fridays, said: “We wanted to go all in on our 60th birthday this year—not just with a menu transformation, but by reigniting everything that made TGI Fridays iconic.

“Big flavours, high-energy hospitality, unapologetic fun—this comeback campaign is about celebrating our roots while making ourselves relevant for the next generation of guests.”

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Additionally, several activations will be taking place across venues, featuring photo-booths, candyfloss machines and live musical entertainment. TGIF’s new campaign was made in collaboration with creative agency Boldspace.

Nick Ford-Young, co-CEO at Boldspace, said: “Our strategy for the brand relaunch was all about reclaiming the primal joy at the heart of the TGI Friday’s experience.

“By reconnecting the brand with its original purpose—to make people feel good—we wanted to evoke a place where guests can find their Friday state of mind every day of the week.”

The brand also aims to strategically drive more repeat customers with more bundle meals, free meals for children, and increased sharing platters.

As part of the launch, TGI Fridays UK is giving away free vouchers for a return meal to customers who order from their new menu between 4 and 6 July, with the goal of raising footfall and strengthening the reward loyalty program.