T.G.I. Fridays SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 10904

SWOT Analysis of T.G.I. Fridays with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

T.G.I. Fridays

Parent Company

T.G.I. Friday's


Fast Food Eating Joints


Food & Beverages

Tagline/ Slogan

In here it’s always Friday


A casual dining restaurant serving good quality American food and alcoholic beverages

T.G.I. Fridays STP


People looking for a casual dining restaurant to hang out with friends

Target Group

Middle and upper class people from urban areas


A casual dining restaurant serving alcohol and tasty food, where people can enjoy every day as they would on weekends

T.G.I. Fridays SWOT Analysis


1. A popular brand name and brand popularity
2. Separate menus for lunch, dinner, fast food and alcohol
3. Nearly 1000 locations worldwide
4. CSR activities in the field of hunger, education, etc.

5. Customer engagement program like ‘Give me more stripes’

6. Perceived as a fun place with good food, good drinks and good music

7.Successful marketing strategies like ’World Bartender Championship’


2.Less advertising compared to competitors
3.Lack of menu items for the health conscious people


1.Agressive advertising
2.Expansion in the untapped markets
3.Increase in purchasing power of people in developing countries, leading to improvement of their lifestyle


1.Fluctuations in the price of raw materials
2.Global economic instability
3.Health consciousness amongst people

T.G.I. Fridays Competition


1.Local casual dining restaurants


3.Olive garden

4.Outback steakhouse

The brandguide table above concludes the T.G.I. Fridays SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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