Fri 4th Jul 2025 - TGI Fridays UK CEO: we are launching a full brand reset that reinforces everything people have always loved about us TGI Fridays UK CEO – we are launching a full brand reset that reinforces everything people have always loved about us: Julie McEwan, chief executive of TGI Fridays, the Calveton and Breal-backed business, has told Propel the company is launching a “full brand reset that reinforces everything people have always loved about us”. It comes as the 49-strong business, which was acquired out of administration last October, unveiled what it calls the “ultimate comeback”, with a re-energised menu and guest experience. Starting today (Friday, 4 July), the business is debuting its biggest menu refresh to date, with 50% of dishes updated and 70% of grill items reworked. McEwan said the relaunch marks a pivotal moment in TGI Fridays’ evolution under a leaner, more agile business model. The company said it had improved like-for-like sales quarter on quarter since the start of 2025, with guest satisfaction above 90% for dish ratings, and seen stronger employee retention, supported by focused investment in training and team engagement during transition. The business described the new menu as “grill-centric and value-driven”, combining “bold new flavours, greater customisation and flavour-led innovation, alongside new guest offers focused on value”. The refresh also includes the launch of a Signature Stacks sandwich range and the addition of a Mother Clucker burger on to menus. TGI Fridays said it has also introduced “everyday value without compromising on quality”, including appetiser bundles – three for £18; steak and fries for £20; free kids meals with adult purchase; a sharing platter and burger and fries for four people for £20 per person; and a burger bundle – buy four, get a Grand Slam Platter free. Combined with updated two-for-one cocktails and a streamlined digital-hybrid ordering system, the new offer is built to drive frequency and deliver better guest value across different parts of the day. The company said the relaunch also signals a renewed focus on the brand’s in-venue theatre and hospitality ethos, with select locations reintroducing photo booths, candyfloss machines and other entertainment designed to bring back the TGI Fridays “showtime” atmosphere. The company said it aims to build on its strong first quarter momentum with continued investment in people, product and performance. Future priorities include a full technology stack overhaul to integrate systems and guest data; segmenting restaurants into hero bars, family destinations and party-led formats; and expanding the brand’s footprint with new concept trials in both existing and new locations. McEwan said: “This is an exciting moment for TGI Fridays – a full brand reset that reinforces everything people have always loved about us. TGI Fridays has a rich heritage of bold flavour, high-energy hospitality and unforgettable celebrations – and we’ve gone back to those roots to bring that magic into a new era. Over the past eight months, we’ve restructured the business, invested in our incredible team, and rebuilt our offer around quality, value and experience. These moves are about reigniting the spirit of TGI Fridays for today’s guests, with the energy, warmth and theatre that’s made us iconic for 60 years.”