Scribd
Upload
221 views26 pages

Consumer Behavior - TGIF

This document discusses T.G.I. Friday's, a casual dining restaurant chain known for its American cuisine and lively atmosphere. Some key points: - Founded in 1965 in New York, T.G.I. Friday's was one of the first American casual dining chains and now has over 1,000 restaurants globally. - It is known for its distinctive red-and-black color scheme and antique decor. The bar area is popular for socializing and drinking during happy hour. - Various consumer behavior theories help explain why customers frequent T.G.I. Friday's, such as the social benefits and atmosphere fulfilling basic human needs. - The document analyzes customer demographics

Uploaded by

Scaldm
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
221 views26 pages

Consumer Behavior - TGIF

This document discusses T.G.I. Friday's, a casual dining restaurant chain known for its American cuisine and lively atmosphere. Some key points: - Founded in 1965 in New York, T.G.I. Friday's was one of the first American casual dining chains and now has over 1,000 restaurants globally. - It is known for its distinctive red-and-black color scheme and antique decor. The bar area is popular for socializing and drinking during happy hour. - Various consumer behavior theories help explain why customers frequent T.G.I. Friday's, such as the social benefits and atmosphere fulfilling basic human needs. - The document analyzes customer demographics

Uploaded by

Scaldm
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 26

Marketing 335: Consumer Behavior

Founded 1965 in New York City 1st American restaurant chain focused on casual dining
Features American cuisine, bar food & alcoholic beverages

Over 1,000 restaurants in over 50 countries Name derived from expression


Thank God Its Friday

Known for appearance


Red-striped canopies, brass railings, Tiffany lamps, & use

of antiques

Popular meeting & eating place for single adults Median age of employees: 25

Colors: Red & Black


Red Human, exciting, passionate Makes food smell better

Black Sophistication, power, authority

Neo Freudian theory


Social relationships are fundamental to the

formation and development of personality

Neo Freudian Theory (continued)


Compliant people move toward others Consumers come to Fridays just to socialize

Compulsive Consumption Behavior


Modern day Cheers to most People addicted to the social atmosphere

Problems
Music too loud sometimes Communication barriers

Recommendations
Turn music down

Only have music loud at the bar

The restaurant is aesthetically pleasing It contains: leather barstools, chairs and booths, a marble like bar countertop, large windows to still see outside Recently invested in large flat screen televisions conveniently positioned primarily around the bar for game viewings

Problems
In most, if not all locations, the bar area is quite

small and compact.

Recommendations
By expanding the area, it would allow more

customers in the facility. Just by adding some side tables with barstools could bring a significant difference.

The dining room area is usually used by consumers on dates, family outings, business meetings. This impacts those consumers to purchase appetizers, entrees and possibly deserts. On the contrary, consumers at the bar purchase more appetizers and alcoholic beverages. These two areas serve different purposes to different consumers.

Happy Hour takes place at the bar. Although it is usually congested at those times, customers like the mayhem. Its fun, it exciting and the perfect atmosphere for drinking. Many customers become regulars for the bar area, eventually cultivating relationships with the staff and other patrons.

Recommendations
I would recommend for Fridays to implement

more games, contests and events for the patrons to partake in at the bar. For example: Small game devices with trivia questions, eating contests, etc.

Customer friendly environment important


Customer value Customer satisfaction

Customer retention

Theory of Reasoned Action A persons behavioral intention depends on the


persons attitude about the behavior and subjective norms.

Theory of Reasoned Action (continued)


Employees of T.G.I. Fridays attitude toward

customer service along with its subjective norms Results in positive attitude shift in customer service

Attitude -toward-behavior Model


Greeting a customer with a smile will earn a

bigger tip

Problems
Service at the table

Recommendations
Hire more servers when crowded Extend customer service throughout entire

experience

Behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response
Certain behaviors add to T.G.I.Fridays lively

atmosphere

Ringing Bells
Good tips Last call for the alcohol

Birthdays
Staff sings Ice-Cream

Problems
Older market may be turned off by all the energy

Recommendations
Have a specific section in restaurant those

customers

Used to advertise & attract customers Many major campaigns


Buy one get one free 2 for $20 Facebook Fans

More product differentiation


Ultimate Recipe Showdown World Bartender Championship

Attitude-toward-the-Ad Model
Exposure to the ads combined with judgments,

beliefs, feelings, & attitudes form the attitude towards the brand

Problems
Short campaigns Advertisement stipulations Loss of brand identity

Recommendations
Longer running promotions Instant coupon savings More T.G.I. Friday advertising

The bartenders ask every customer if they are apart of the rewards program. Receive a $8 coupon for every $100 you spend via email. The card can be personalized with your name and favorite drink.

Problems
Card registration

Recommendations
I recommend they give a card to frequent patrons,

instead of them having to register. It creates a more personal relationship between the retailer and the consumer.

Friday Shrimps

California Club

Problems Prices are too high or usually the same during TGI Friday special hours. Duration to wait for meal is too long.

Solutions

Make special hours prices more reasonable and

affordable Expedite the time spend preparing meal

If you were offered a rewards card the first time you visited T.G.I.Fridays, would this be enough encouragement for you to return?

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy