2017 Winner Profile


Project Description:
TGI Fridays' initiative was aimed at enabling the TGI Fridays brand to engage with guests outside the four walls of the restaurant and provide opportunities for both personalized engagement, commerce and social activity to connect more deeply with individuals anywhere and at anytime. To achieve that goal, the team built an entire digital platform that now allows guests to ask questions in real time, find restaurants, make reservations/waitlist requests, order food/drink online and receive loyalty information and personalized marketing messages across various online platforms, including the new Fridays app/website, Facebook Messenger, Twitter and voice-enabled devices. TGI Fridays can now hold ongoing dialogues with its guests using "auto-bot" technology that provides the opportunity to engage conversationally with individuals across platforms and become part of their social interactions in the future. Within four to five months, TGI Fridays' online ordering capability increased the company's traditional to-go business by 500 percent and guest engagement across all social platforms increased by 1200 percent. In addition, the company's app was downloaded more than 2 million times and the app and website receive 700,000 visits per month.
Business Functions:
Marketing, Research & Development, Sales
Business Goal:
Competitive Advantage
Sherif Mityas, Chief Technology Officer
John Antioco, Chairman & Chief Executive Officer
Dallas, TX
Hospitality, Travel & Leisure
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