The Mental Image ((Friday’s’ Positioning))

Even though T.G.I. Friday’s is a casual dining restaurant, the experience and product it offers is anything but casual. Every good businessman and marketer knows that to make a product successful excellent product positioning is crucial. A product’s position is the mental image the product holds in the minds and hearts of its consumers compared to its competitors. Since there are many casual dining establishments like Perkins, Applebee’s, Ruby Tuesday and Denny’s to name a few, what makes Friday’s special? What makes Friday’s a better deal than all of its competitors? Is it the amazing food ,the décor or the cheap price or is it the fact that your dollar goes further at Friday’s? Or is it the new Ultimate Recipe Showdown Menu?

Actually, it’s a little bit of everything. Friday’s is the innovator of casual dining. How do they keep up with that image? By revamping classics! If you love mac and cheese, why not try a new appetizer, ‘fried Mac and Cheese’, or how about the ‘potato skinny dippers’, potatoes that are ‘naked’ and ready for dipping in a yummy cheese sauce! Friday’s has also implemented recipes inspired by cooks on ‘Ultimate Recipe Showdown!’ on the Food network. The newest editions include the Ultimate Burger, inspired by the winning burger recipe and sweet spiced cupcakes inspired by the winning ‘baby cakes’ cupcakes made with baby food.

Friday’s is also unique in the way it runs its commercials. When the new appetizers, potato skinny dippers, green bean fries, and fried mac and cheese were introduced, commercials featured consumers who were appalled and shocked by the dishes. The commercial then said: They’re not ready, are you? It was almost like a dare to its customers, a dare to go and try the new appetizers.

A while back Friday’s also ran a commercial in which its décor was changed. Perhaps this was to shake the image that Friday’s only offered subdued lighting and (some may say stuffy) Tiffany lamp décor.

Friday’s has been able to ride the recent economic slump with relative ease because in 2007 it introduced ‘The Right Portion, the Right Price’ menu. Now customers can get a smaller portion of their favorite entrée for a cheaper price. This enables customers to eat out and still have something left in their pockets in such uncertain economic times.
Ahh…Eve more change are in the air!

Once again Friday’s is leading with way in great customer service. With the introduction of ‘Give me More Stripes’ rewards card customers can turn the dollars they spend Friday’s into points. With every 100 points, they get an $8 certificate. Members also get a free dessert on signing up, upgrades on beverages and complimentary welcome tastings. There is one catch however you have to be at least 21 to sign up. If you’re 21 or older, go for it! Get yourself some stripes!