TGI Friday’s seeking team to revive brand

TGI Friday’s, the restaurant chain, is seeking a managing director and marketing director to spearhead a UK rejuvenation of the brand.

The plan follows the sale of the restaurant chain by Whitbread to a joint venture formed by TGI’s original owner Carlson Restaurants and private equity company ABN Amro. The chain will be handed over to TGI Friday’s UK on Friday (March 2).

Gavin McGlyn, human resources director for the new company, says that it is planning to inject a "multi-million pound" investment into the brand and seeking a management team to help it regain its lustre.

He says: "A lot of people have fond memories of TGI’s but they haven’t been there for a while. It wasn’t a front of mind brand for Whitbread but it will be for us."

The company is also reviewing all of its agency arrangements, including its advertising and media accounts, and an announcement is imminent.

The new marketing director will be responsible for overseeing agency relationships but will also be involved in areas such as menu development and service models.

The chain was put up for sale last year after Whitbread announced a strategic review of TGI, Pizza Hut and 250 pubs. It is not clear who has been overseeing the brand’s marketing in recent years.

Marketing previously handled by TGI managing director Tim Hammond, who joined the company from Procter & Gamble in July 2004 (MW July 22, 2004). It is understood that he left the company some time ago.