TGI Friday's reports loyalty scheme's success

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By: Wise Marketer Staff |

Posted on November 3, 2008

TGI Friday's loyalty programme, Give Me More Stripes, reports that it now has more than 500,000 members.

In July, Friday's restaurants formally launched the programme, which offers a personalised & customised membership card; a free appetizer or dessert (up to US$8 in value) on signing up; a one-time use jump-the-line-pass; a US$8 certificate for every US$100 spent (excluding alcohol-only purchases) and exclusive communications about specials and food/drink previews programme.

Members were also surprised in the restaurants with complimentary members-only food such as chips and dip, and hummus and chips. Earlier this month, members began receiving a free snack bag of Cheddar and Bacon Potato Skins chips during lunch.

According to Andrew Jordan, senior VP of marketing for TGI Friday's USA: "Over 500,000 of our best guests have spoken and we continue to listen. The response to the 'Give Me More Stripes' programme has been nothing short of outstanding. We struck a nerve with the consumer by offering a value proposition and an enhanced in-restaurant experience. As our membership grows, 'Give Me More Stripes' will continue to evolve because we will shape this special treatment programme by listening to what our best guests want."

According to a recent survey conducted by Harris Interactive on behalf of TGI Friday's restaurants, nearly nine in ten (87%) of US adults said they would find membership in a restaurant recognition or rewards programme appealing. Of those adults, nearly eight in ten (79%) would find complimentary food or drink an appealing feature in a restaurant recognition and rewards programme membership.

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