TGI Fridays super-charges UK restaurants to make customers dine for longer

TGI Fridays has introduced “industry-leading” Wifi connectivity to all 82 of its UK restaurants after research revealed that 62% of businesses felt customers spend more time in their premises when they can surf their web on their smartphones.

The chain says the investment will enhance the guest experience for its diners by providing a much faster and simpler wireless solution to what it previously offered.

With Wireless Social’s solution replacing the brand’s standard guest Wifi offering, it will also allow the restaurant chain to capture valuable and accurate customer data in a GDPR-compliant manner.

It means that TGI will be able to get a clearer view of the demographic profile of many of its visitors, plus details around visit frequencies for those customers that are engaged with the brand.

Having gained the ability to segment and target customers based on a more detailed and accurate data source than was previously available, it will be able to make communication with guests more relevant and timely. This includes sending special offers and promotions in advance of birthdays.

The firm says the move will enable it to truly personalise the experience when they visit – from menu replacements to special occasions and everything else in between. The technology also provides the brand with insight into where the potential bottlenecks are in the guests’ journey at peak periods, enabling it to find solutions to improve the experience overall.

Steve Flanagan, chief marketing officer at TGI Fridays, said: “At TGI Fridays we pride ourselves on delivering the best experience for our guests, whether they are popping in for a special celebration or simply enjoying a meal with their friends or family. Our new Wifi not only provides a smoother and quicker connection so guests can share their meal-time snaps and videos online, but it also allows us to source valuable information so we can truly give them the best, most personalised experience possible.”

THE BIG INTERVIEW: Behind the pass with Terry McDowell, head of food and drink at TGI Fridays

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