Saturday, December 23, 2017

TGI Friday’s Digital Touchpoints Drive Customer Adoption

Successful restaurant marketing requires continually edifying relevant customer touchpoints according to Steven Johnson, Grocerant Guru® at Tacoma, WA based global grocerant consultancy Foodservice Solutions®.
When TGI Fridays elevated their digital offering they knew they were doing all of the right things as 70% of Take-Out orders were coming from new customers.

TGI Friday’s is but another restaurant brand that has created a partnership with Amazon allowing consumers to place and complete orders via Amazon Aleza and Amazon Pay.  It might be noted that TGI Fridays was the first chain restaurants to ofer the ability to pay with Amazon while placing the order on Alexa.

Once again leading the pack with voice-activated platforms TGI Fridays understand that the consumer is dynamic not static and restaurant brands must move with the consumer. Using Alexa to order and not having to pull out a credit card save time, is simple, and provides a new avenue of distribution with very low cost of entry.  Simply put it cost a lot less than building a new store.

Amazon Alexa’s software program has an upselling component, suggestive selling component driving up customer satisfaction and the check average.  Sherif Mityas, Chief Information Officer at TGI Fridays stated “From the launch of our Friday’s mobile app, to our order-ahead feature on the Amazon App and our social media chatbots powered by Conversable, Fridays has committed to delivering a great guest experience both inside and outside of the restaurant”. 

Success does leave clues and listening to consumers and edifying customer touchpoints is our clue of the day.  Since Fridays introduced 30% ‘bigger’ ribs in October, the menu item drove 45% increase in carryout sales in pilot markets. 

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Johnson, or

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