TGI Friday's tests loyalty partnership in Egypt

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By: Wise Marketer Staff |

Posted on March 27, 2007

TGI Friday's tests loyalty partnership in Egypt

Kaza Royal Club, a private VIP hotel and restaurant loyalty membership card in Egypt and the Gulf Cooperation Council countries, has signed a loyalty card agreement with restaurant chain T.G.I. Friday's and its parent company Americana.

Americana recently decided to test a small-scale loyalty programme with Kaza Club's parent company, TVB Group. Under the pilot programme - which will last until the end of May 2007 - the 8,000 members of the private Kaza Royal Loyalty Club (a private corporate loyalty programme) will receive a 30% discount on food and drinks in the new branch of T.G.I. Friday's in Mohandiseen.

In signing the deal, Kaza Royal Club adds T.G.I. Friday's to its line-up of major restaurant groups and 5-Star independent establishments that offer loyalty promotions and discounts.

Professional segment "Kaza Royal Club members represent an important market segment of frequent diners that T.G.I. Friday's attracts on a regular basis," said Mohamed Amin, regional director of operations for T.G.I. Friday's.

Many of the card holders of the Kaza Royal Club come from professional fields like law, medicine, and business, and have a strong interest in securing both VIP benefits and major discounted rates and prices from hotels, restaurants and airlines as a part of a large Kaza Club Corporate Group that they do not have access to individually.

Strategic market "Egypt represents a strategic market for TVB Group in offering premium services at great restaurants like T.G.I. Friday's," said David Home, CEO for TVB Group.

"We are happy that T.G.I. Friday's has chosen our loyalty brand and that our members will receive special discounts," added Tarek Hamza, president of TVB Group Europe, Africa and the Middle East. "We believe our members will appreciate this new benefit and we look forward to the possibility of more membership benefits for them from both T.G.I. Friday's in Egypt and the Americana group of restaurants throughout the Middle East."

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