Uber + TGI Fridays: taking casual dining to the next level

TGI Fridays, a restaurant chain with more than 870 locations across 60 countries, is always working to improve its customer experience. In 2016, the restaurant started using Uber Eats, which gave customers the option to order online and enjoy their favourite food from home. After meeting the demand for delivery, TGI Fridays wanted to look at new ways to cater to customers dining in their restaurants, so they reached out to Uber for Business for help.

Giving customers more options with Uber Vouchers

To stay relevant, boost profits, and keep customer satisfaction high, casual dining restaurants need to cater to a range of customers.

“One of the things TGI Fridays is proud of is our ability to tailor our offerings and promotions to suit our guests’ unique needs and dining preferences,” says Sherif Mityas, Chief Experience Officer at TGI Fridays.

In addition to embracing online orders, TGI Fridays wants to drive foot traffic. But getting customers to dine in at a restaurant during the golden age of food delivery can be a challenge.

TGI Fridays realised that dining out needed to be just as convenient and appealing as ordering takeaway, so the company decided to give customers an easier way to visit their restaurants.

“We are excited to be able to offer select guests rides to or from our restaurants though Uber Vouchers,” says Mityas. “We want guests to come into our restaurants, relax, and stick around for a bit.”

Covering every base

TGI Fridays is bridging the gap between online orders and dining out. The restaurant is using ride vouchers to announce promotions and increase foot traffic during certain times of the day, like happy hour.

Vouchers give guests a reason to come in and take advantage of deals on drinks and appetisers, while also eliminating one of the hassles of dining out. Customers don’t have to worry about coordinating rides to the restaurant or figuring out how to get home after dinner – they can just enjoy an evening out with no stress. Plus, guests get the opportunity to experience TGI Fridays’ customer service in person.

‘As we look at ways that Uber Vouchers can be leveraged, it’s clear there is a great opportunity to reinforce the personal connection between our team members and our guests,’ says Mityas. ‘For example, our bartenders may have a set of Uber Vouchers available for happy-hour customers who need a safer ride home. It’s actions like these that really set our service and experience apart.’

TGI Fridays uses vouchers in a variety of ways to serve their business. Depending on their goals, they might use vouchers to boost promotions, draw measurable traffic to key locations or gain insight into their customers’ dining habits and preferences.