Rob Palleschi took over as president and CEO of TGI Fridays in February, and in March the company debuted a reimaged restaurant in Corpus Christi, Texas, that added many layers to the typical casual-dining format.
The updated restaurant opened on March 7 and featured key changes in casual dining, including 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,” Palleschi said. “I like to say it’s a re-invention and, to a certain degree, a repositioning.”
Carrollton, Texas-based TGI Fridays, which has 490 domestic restaurants and 416 international restaurants, was purchased from longtime-owner, Minneapolis-based Carlson, in summer 2014 by private-equity firms Sentinel Capital Partners and TriArtisan Capital Partners.
Palleschi talked with Nation’s Restaurant News about the new job and the restaurant renovation:
What have been your biggest learnings in your first month in the position?
I’ve had a lot of conversations with our team members, not only here in the U.S. but in the U.K., and I’ve spent a lot of time with our owners. What’s exciting is the energy and the passion for the brand, this iconic brand. They love it. There have been a few ‘ah-has’ along the way, not only with Fridays but learning the industry in general. The excitement, energy and passion that is Fridays has been the biggest eye-opener for me.
What’s happening with the Corpus Christi rebranding?
Historically, the brand has always successfully innovated and created new ideas. But this is really more of a wholesale change — not only the look and feel of the exterior and interior, but it’s also a change with the review of the dayparts and taking a fresh look at everything. That’s not only from the front of the house, but the team has also been really active and engaged with the back of the house as well for efficiency. Ultimately, we not only want to deliver a better experience for our team members but deliver that for our guests.
How do you view the result?
I’ve been particularly impressed with what the team has done. They are using the trends in the restaurant and other industries for direction. But they are really drilling down with team member and consumer — and even our owners’ — insights to come up with this final product. It’s still an ongoing journey. We don’t look upon it as a fait accompli.
Some of these ideas, such as brunch, were tested in Farmingville, N.Y., and Addison, Texas. What was borrowed from those tests?
They have refined and re-tuned things for Corpus Christi. I think it speaks to what customers down there are looking for. Take brunch, for example. Our customers say they want brunch, but they want it with the Fridays experience.
The new brand identity focuses on the word “Fridays” and is much simpler. How do you define the new look?
Our identity has changed a bit over 50 years. This is cleaner, neater and speaks to today’s consumers. It pays respect to the [traditional Fridays] stripe. It’s an homage to it. The team came up with something that’s fresh and current.
How important are Millennials in the redesign?
It’s the Millennial mindset that I’m particularly interested in — the young at heart for all of us, whether you are in that specific age group or you are 75 and you have an iPhone. If you want a great bar experience, we’re your place.
What are you most excited about with this new Corpus Christi restaurant?
Fridays is the original social instigator. There’s an energy and a buzz. I love that fact that we are claiming that. Our team members are leading the charge. And our customers expect that of us.
Contact Ron Ruggless at [email protected].
Follow him on Twitter: @RonRuggless