Restaurant chain TGI Fridays will launch a concerted effort to expand its international licensing business, including the launch of a new range of slow-cooked meats for the retail channel.
The brand will focus on its best-performing markets, including the UK, Australia, Taiwan and South Korea. The initial range of slow-cooked meats include a pulled beef tortilla wrap kit, slow-cooked rack of ribs with Tennessee bourbon glaze, slow-cooked chicken wings, and a pork ribs selection packs.
The launch, in collaboration with food company Tulip, signifies the beginning of ‘a major international expansion’ for TGI Fridays, it said.
Chris Phylactou, senior director of global licensing, strategic sourcing and brand protection for TGI Fridays, explained: “TGI Fridays has enjoyed fantastic success at retail in North America for more than ten years, with a select stable of strategic partners. We are thrilled to now have the opportunity to expand the programme internationally and deliver to fans of TGI Fridays a new way to make every day like Friday.”
TGI Fridays will work with brand extension agency Beanstalk to get the products to market.
Lisa Reiner, Beanstalk’s managing director for Europe and Asia-Pacific, said: “Not only is TGI Fridays known for its personalised service and authentic American food and drinks, but it was also the first original American bar and grill brand to enter multiple markets around the world. The demand for authentic American style foods has grown rapidly and this is the perfect time to respond to consumer tastes and expand such a well-known and loved brand like Fridays.”
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