Brand extension agency Beanstalk has been hired by TGI Fridays to extend the Fridays brand into additional food, beverage and other complementary categories in mass, grocery, convenience store and club channels.
Beanstalk will also work with existing licensees, Heinz and Inventure, to aid the development of the Fridays branded food products lines.
Fridays currently offers a frozen snacks line including Beer-Battered Onion Rings, Buffalo Popcorn Chicken, Honey BBQ Wings and Cheeseburger Sliders with Sweet & Smokey BBQ. The brand also offers packaged snacks, including many varieties of the chain’s popular potato skins.
“Partnering with Beanstalk will contribute to our incremental growth at retail both domestically and internationally,” said Carl Robie, vice president of Fridays global strategic sourcing and brand licensing.
“It will also ensure that we can achieve our mission of being the leader in quality and innovation across all categories in which our branded products live. Beanstalk’s strategic and tactical approach will continue to propel the expansion of the Fridays brand in purposeful and meaningful ways, allowing consumers to further engage with their favorite restaurant in the comfort of their own homes.”
There are currently over 900 TGI Fridays restaurants in 60 countries.
“Not only is Fridays known for its personalized service and authentic food and drinks, but it is also a place of firsts – first loaded potato skins, first Long Island iced teas, and first restaurant loyalty program,” added Allison Ames, president of Beanstalk.
“Beanstalk plans to leverage Fridays’ recognition as America’s most iconic bar and grill with strategic extensions that align closely with the brand’s equities. We also look forward to working with industry leaders such as Heinz and Inventure to further expand and refresh the Fridays offerings that are already in market.”