Friday's® Restaurants Add Spice to Its Stripes

Carrollton, Texas | March 30, 2011

T.G.I. Friday's® restaurants are adding more choice, recognition, and surprises to its Give Me More Stripes® loyalty program, an industry first when introduced in April 2008. Based on recent research and guest feedback on more than 300 potential features and benefits, Friday's is refreshing its loyalty program for its millions of Stripes members, offering more rewards faster while retaining several of the program's most popular benefits.

"With the new reward structure, upgraded and increased program benefits, and added 'surprise and delight' guest experiences, we are helping our valued Give Me More Stripes members earn and redeem Stripes faster," said Trey Hall, chief marketing officer of Friday's. "The enhanced program also serves as an important element of our commitment to remain the casual dining restaurant of choice for guests worldwide."

Variety is the Spice of Stripes

Guests can now join the free program by visiting GiveMeMoreStripes.com, or can text "JOIN" to 698443 and, in seconds, become a Stripes member and get his/her new account number. For those who are all thumbs, there is an available option to join in any restaurant on the Jukebox interactive touch screen, or at the table with a sign-up form.

Members earn one Stripe for every $1 spent. Previously, members automatically received an $8 food reward for 100 Stripes earned. With the newly updated program, members now have more choice and flexibility in redeeming their Stripes for a variety of delicious food. Now there are five different rewards to redeem with Stripes. For example:

  • 50 Stripes = Free dessert, like a Brownie Obsession

  • 80 Stripes = Free sandwich or burger

  • 100 Stripes = $8 food reward (existing reward)

  • 100 Stripes = Free seafood or chicken entree (not including Jack Daniels, combos or premium items)

  • 150 Stripes = Free steak or ribs entree (not including Jack Daniels, combos or premium items)

This new reward structure allows members to redeem Stripes at a faster rate. With the new program, members can earn rewards in as little as one or two meals. In addition, members can now also redeem Stripes anytime instead of waiting for an email certificate when 100 Stripes are earned. All the new rewards are valid for 60 days, giving members twice as much time to redeem the reward than before.

VIP Treatment for Friday's MVPs

Recognizing its greatest fans, Friday's will sprinkle in a few surprises for Stripes members throughout the year. This treat could be an appetizer, dessert or other delicious small plate. And, after every three visits, members will receive a Jump the Line Pass, allowing them to skip to the front of the line and get immediate seating. They also receive member-only offers and invitations to exclusive events, like food/beverage tastings and menu previews.

The Best Loved, Stays

At the same time, benefits contributing to the Stripes program success remain, such as:

  • Free membership

  • Earn 1 Stripe for every $1 spent on food

  • Free appetizer or dessert AND a Jump the Line Pass just for joining (sent via email)

  • Free dessert w/entree purchase during birthday month

For more information, visit www.givememorestripes.com. For more news and updates from Friday's, consumers can follow the brand on Facebook (http://www.facebook.com/TGIFridays), Twitter @TGIFridays and YouTube (http://www.youtube.com/TGIFridays).

About T.G.I. Friday's

T.G.I. Friday's offers a unique, casual experience delivering on its brand promise of "In Here it's ALWAYS Friday" melding authentic and imaginative American food, exciting and innovative drinks and a one of a kind service experience to provide liberation from the everyday -- turning any day into a FRIDAY! It is also famous for its knowledgeable and charismatic bartenders, nearly 8,000 of whom compete annually for the title of the "Greatest T.G.I. Friday's Bartender in the World." As the original casual dining restaurant, Friday's delights guests in more than 900 restaurants across more than 60 countries around the globe. For more information, visit www.fridays.com.

For further information: Rebecca Maas, 1-212-931-6126, tgif@peppercom.com, for T.G.I. Friday's

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