As the original casual dining bar and grill, TGI FridaysSM offers authentic American food and legendary drinks, served with genuine personal service. Bringing people together to socialize and celebrate the freeing and liberating spirit of “Friday” was the concept’s founding premise, from which the brand promise “In Here, It’s Always Friday” was born.
With their long-term vision in mind, Fridays wanted to enhance their ability to provide customers with a truly engaging and purposeful digital experience. In partnership with Thinkwrap Commerce, Fridays implemented a new SAP Hybris eCommerce solution, built on the latest version of SAP Hybris 6.2, which was part of a total brand reinvention.
In keeping with Fridays’ vision, Hybris acts as the hub of a multi-program, omni-channel strategy to streamline the creation, management and delivery of commerce-centric data and transactions. This includes menu items, pricing, promotions, customer profiles, personalization, loyalty, payment and notifications.
Fridays worked with the Thinkwrap team to integrate a number of modern, leading-edge eCommerce third party systems with a highly dispersed, in-restaurant POS system to deliver an SAP Hybris-driven omni-channel experience that would:
• Provide new sources of revenue
• Increase customer loyalty
• Increase customer satisfaction
• Disrupt the restaurant industry, positioning Fridays as a leader in the space
The Hybris implementation allowed Fridays to introduce a true omni-channel experience for customers. Customers can choose to begin their journey with the Fridays mobile app, or a responsive single page application (SPA) to research, make reservations, place orders for take-out, pay in-restaurant bills, and find nearby locations.
The following features and functionality were part of the project:
• Online ordering capabilities for take-out orders
• Mobile device based payments of in-store bills
• Store locater
• National / local menus
• Contact us service
– Gail Seanor, Sr. Director, Marketing Technology, TGI Fridays
Releases to date were delivered to customer satisfaction and have exceeded their expectations.
The result to date is the establishment of a foundation that will evolve to include new and exciting features for customer engagement, enhancing the customer experience. Both usage statistics and rate of uptake have been more than satisfactory to Fridays. The Online Ordering component, which was introduced with the Hybris project, has been particularly successful, and mobile payments have seen growth in the thousands of percent.
Customers now benefit from an improved digital experience, while Fridays is empowered with the tools to provide a true omni-channel offering.