TGI Friday’s and The Richards Group Reunite to Promote Endless Apps

Chain returns to its 'longtime creative partner'

TGI Friday's wants to become known as America's Bar and Grill.

TGI Friday’s has named The Richards Group as its agency of record for the second time. The Dallas-based indie agency last won creative and media duties for the fast casual chain in 2011, but the two haven’t worked together since 2015. There was no formal review.

Now, they’re reuniting for a campaign that debuts this week.

“TGI Fridays is proud to collaborate again with our longtime creative partner, The Richards Group,” said TGI Fridays senior director of advertising Kara Gasbarro. “TRG has always displayed an innate understanding of the Fridays guests and their desire to have fun and feel free, and we’re looking forward to working with them to continue elevating and distinguishing the Fridays brand.”

The chain recently hired Taco Bell veteran Stephanie Perdue as its chief marketing officer and president, and former Strategic Restaurants Corporation CEO Jerry Comstock as chief operating officer. According to the release, the chain aims to exit the “uninspired casual-dining category” in order to rebrand itself as “America’s Bar and Grill.”

Kantar Media’s latest numbers show the company spent just over $50 million on measured media in 2015 and almost $40 million in the first nine months of 2016.

The Richard Group’s first work for its new client is a national broadcast campaign centered around the chain’s Endless Apps, which are now a permanent fixture on its menu. The first ad depicts a crowded restaurant’s extremely enthusiastic response to a bartender informing patrons that the deal is back for good.

“Endless Apps have become a pop culture phenomenon, as evidenced by the outcry we heard every time the limited time offer expired,” TGI Fridays CEO John Antioco said in a statement. “We want our guests to have a great time every time they visit us, so we’re giving the people what they want—Endless Apps at any time. It’s just one more way we’re making sure ‘In Here, It’s Always Friday.'”

After splitting with Richards, the chain worked with Boulder, Colorado agency Made Movement on recent project-based campaigns and made efforts to skew younger with new, “millennial-minded” locations.

This win adds another food client to the Richards Group’s roster following the loss of its longtime client Chick-Fil-A last year. In addition to TGI Fridays, the agency works with Boston Market and Firehouse Subs.