This document discusses strategies for T.G.I. Friday's to address key issues. It provides background on T.G.I. Friday's concept and philosophy. Four alternative strategies are outlined: blueprinting, servicescape, servuction, and customer experience. Blueprinting involves visually mapping customer and employee processes but could impact the restaurant's staging concept. Servicescape and servuction focus on enhancing the environment and customer participation. It is recommended that T.G.I. Friday's use servicescape to reinforce its concept while gathering customer feedback through an online survey to determine if positioning and communication are appropriate.

1. CASE
STUDY
05/07/2013
• Audrey JASPART

2. 1. T.G.I Friday’s – Presentation
2. Key issues
3. 4 possible alternatives
strategy solutions
1. Choice & recommendations

4.  Type: American restaurant
 Genre: Restaurant, Pub & theatre
 Founded: In 1965 In New-York city
 Number of location: 1000 restaurant in 61 countries
 Meaning: Thanks God It’s Friday
 Positioning: “every customer as we would an honoured guest in our home”

5. - Concept: A restaurant such as a Theatre…
 Theatrical stage
 Wooden floors, Tiffany lamps,
bentwood chairs…
 American decorative memorabilia
 Wearing uniform
 Playing a role
 No guide line
 Customization of the service

6. - Company philosophy which contribute to successful!
SUCCESSFUL
Employees
Food
Package
Friendly atmosphere

7. - Illustration of the good ambience
HARLEM SHAKE
https://www.youtube.com/watch?v=5rIzVr9rUTc
GANGNAM STYLE
http://www.youtube.com/watch?v=5wPi_vD0r5U

9. - T.G.I Friday’s a good place to work
“Good working conditions”
“The most appreciated place for recruiting restaurant’s staff”
• the UK’s fifteen best workplace
• the fourth most fun place to work
•T.G.I. Friday’s is celebrating after
a double win in the ‘Sunday Times
Best Places to Work’ 2013 awards

10. - Positives customers opinions
Huge choice of food, special offers, staff largely available and friendly,
atmosphere warm and welcoming...

11. - Negatives customers opinions
Very expensive, too noisy, service less customised, staff overwhelmed and
unorganized...

12. - 2 main problems
These problems constitute the critical incident….

14. BLUEPRINTING  Method of visually portraying the
processes and participants involved in the
production of a service.
 This approach shows how customers,
assets and information are processed.
-Simple
-Transparent
-Overview of links between services
-Maintain a guideline
-Employees lose autonomy/ freedom
 can impact on the staging

15. BLUEPRINTING
Which can also include target minute, visible evidence…

16. SERVICESCAPE Emphasize the impact of the environment
in which a service process takes place.
 The servicescape includes the facility’s
exterior and interior
-Help assess T.G.I Friday’s such as a
restaurant rather than a fast food
-Consider the whole environment
-Encourage customers to enter the service
environment  discover the ambience

17. SERVUCTION  A concept that describes the process
of creating a service which customers
participate.
-Customers = important part of
the service
-Useful strategic planning
model
-Model can’t easily be used to assist staff
everyday

18. CUSTOMER
EXPERIENCE
“An experience occurs when a customer has
any sensation or knowledge acquisition
resulting from some level of interaction with
different of a context created by the service
provider”
-Focuses on consumer’s feelings and
emotions
-Memorabilia may prolong the experience
in the restaurant
-Difficult to measure
-Confusion about the concept

20. Blueprinting
Serviscapes
Servuction
Customer experience
First name:

21.  Advantage over blueprinting
 It has no inconveniences for T.G.I Friday’s
 Use the servicescape to put across the concept and the
principle of the restaurant
 Make people adhere to the concept of T.G.I

23. • Keep the concept of dramatization
• Reduce the number of tables in the restaurant
• Determinate if the positioning/communication are appropriated
• Create an online questionnaire

25. Thank you for
your attention