CARROLLTON Texas T.G.I. Friday’s is launching a new customer-loyalty program with the introduction of its “Give Me More Stripes” benefits.
With such perks as a pass to jump the waiting line for tables, the new program is more about “customer recognition” than Friday's previous direct loyalty program was, said officials for the 1,000-unit casual-dining chain.
“The spirit of the program is more than just dollars off,” said Andrew Jordan, senior vice president of marketing. “It’s about special treatment that will continue to evolve and will be shaped according to guest feedback and individuals’ preferences.”
Customers who sign up online for the program automatically get a coupon for a free appetizer or dessert as well as a one-time pass to jump the waiting list for a table. Members also earn an $8 coupon for every $100 they spend and get early notice about specials and new menu items. Friday's said on its website that future perks will include free "welcome tastings," beverage upgrades and preferred seating and parking.
T.G.I. Friday’s was among the first casual-dining chains to launch a nationwide loyalty program when it introduced its Frequent Friday’s program in 1996. That program was phased into the Gold Points Reward Network in 1999. The company said that unlike those previous programs, Give Me More Stripes will focus on in-restaurant recognition in addition to rewards.
Friday’s Gold Points participation became a redemption-only program on April 1. Gold Points members can redeem points for Friday’s Gift Cards through year’s end, company officials said.
Friday's said about 300,000 customers have been moved into the new Give Me More Stripes program, which was soft-launched earlier this month, when those new members received free chips and dip or hummus.
In an April survey conducted by Harris Interactive for Friday’s, 87 percent U.S. adults said they found membership in a restaurant recognition or rewards program appealing. Of those adults, 79 percent said complimentary food/drink is an appealing feature in a restaurant rewards program.
Friday's is a division of Carlson Restaurants Worldwide Inc.
