Revitalizing Everyone’s Favorite Friday Feeling

A leader in the casual dining space, TGI Fridays teamed up with RF|Binder to drive relevancy for this legacy brand with both consumers and the business community to reclaim its position within today’s cultural zeitgeist and leadership in the restaurant industry.


To drive relevancy among consumers and the business community, RF|Binder developed a two-pronged communications strategy that focused on telling the brand’s story – from both a consumer and corporate perspective.

Through activations and offerings, like the Blazed & Glazed 4/20 Bundle or TGI Fridays’ partnership with actor Jamie Foxx, we drove brand relevancy and headlines with food and lifestyle media outlets.

Logos for CNN, Business Insider, CBS, Mashed, Elite Daily.

The corporate media strategy included brand announcements and expert commentary from TGI Fridays’ CEO to communicate the brand’s strong financial performance and industry leadership – driving a storyline focused on why TGI Fridays is a growing brand that’s on the pulse of what consumers want.

Plate of TGI Friday's ribs, fries and a Moscow mule


  • 12 billion media impressions in targeted outlets driven by our work creating a new and refreshed narrative about
    TGI Fridays in consumer and business media outlets.
  • Told the growth story through brand news around global market expansion and commentary focused on issues impacting the restaurant industry.
  • Developed and launched new offerings with celebrities like Jamie Foxx, which resulted in a sales spike on UberEats.

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