Follow the digital transformation of TGI Fridays and see how they were able to deliver an efficient, elegant and complex online ordering experience with SAP Hybris Commerce. With restaurants towing the line between food and beverage and commerce, and customers demanding simple, customizable experiences, Fridays was able to successfully launch a digital site that met all their needs. See what’s in store for them down the road, and what you can learn from their experience. For more information, visit us at: https://www.hybris.com/commerce

1. CHOOSE DELIVERY: HOW TGI FRIDAYS
TRANSFORMED THEIR ORDERING EXPERIENCE
18-Oct-2017

2. Fridays Challenge and Opportunity
As casual diningdeclines, we needed
to look at opportunitiesbeyond
in-restaurant,casual dining
• Casual dining $96B
• RestaurantIndustry Sales$800B

3. BC: Before Commerce – No Chance of Getting There
Fridays was late to the Commerce Game
• No ordering capability
• Offered MobilePayments,
but was not used
• No reason for anyoneto visit the site
• Stuck in a time period about 10 years
earlier

4. Mobile Payments
• First “commerce” related item in our digital
transformation.
• Payment gateway was foundational
component we leveraged when we later
moved in to Online Ordering.
• Started Fridays new revenue channel journey
• Up 12000% from previous version – only
jerks put that in writing – I’m a big jerk
• More importantly, is since we did this, we’re
up 60% YoY in usage
• Customer experience was critical
• Had to balance our casual dining needs – tips impact servers

5. Online Ordering – New Revenue Channel for Fridays
• Online Ordering averageorder value
(AOV) is 7.2% higher than an
in-restaurantticket.
• In the last year, more than 70% of online ordershave come
from NEW Fridays customers.
• Guests who order online,visit 51% more
frequentlythan those who visit only in
the restaurant.

6. Alternative Channels
Fridays will be
launching an
Alexa skill this
year.
Amazon Pay Places
launched in July 2017.
Fridays was the first
partner with Amazon for
this feature
Fridays launched a bot.
Leverages Facebook and
Twitter for ordering
Start Order
button uses
same APIs

7. Personalization – First Time Order Use Case
Personalized communications enabled
to drive first-time online orders
2.5x
Increase
in online order
conversions
Identified
User

8. Personalization: Post Submit Reorder Use Case
>20%
Conversion rate
in first week
of launch
Identified
User
Personalized communication enabled
to drive additional online orders

9. Fridays Digital Platform – Approach/Chronology
1. Mobile Payments (2016 Q1)
• Establish Store Connectivity
• Establish POS Integration
• Digital Payments incl Apple Pay

10. Fridays Digital Platform – Approach/Chronology
1. Mobile Payments (2016 Q1)
2. Online Ordering (2016 Q3)
• Store Locator
• Configurable Item Catalog
• Store Specific Pricing
• Dynamic Store/Item Availability 76/67
• Integration with Loyalty

11. Fridays Digital Platform – Approach/Chronology
1. Mobile Payments (2016 Q1)
2. Online Ordering (2016 Q3)
3. Personalization (2016 Q4)
• Integrated w data analytics
• In-store
• On-line
• Dynamic Segmentation- No Profiles (yet)
• Targeting - email/push campaigns
• Targeting – Promotions

12. Fridays Digital Platform – Approach/Chronology
1. Mobile Payments
2. Online Ordering
3. Personalization
4. Delivery
• Location Specific
• Delivery Service Integration
• Availability
• Quoting
• Orders w Alcohol
• Split payments/fulfillment
• Scheduling
• Order/Delivery Status

13. Fridays Digital Platform– Architecture
Webservice Based
• Microservices Principles
• Standardcommerce business functions
• Omni-Commerce Connect (OCC)
Support Multiple “Frontend” Clients
• Initially- Web SPA, NativeiOS, Android
• Soon followed by Chatbots, Amazon, Grab
Cloud-based Integration/ ESB Platform
• Integrationsto product, pricing and fulfillmentsystems
• Facilitatesrouting to individual stores
• Interface abstractionform multiplefulfillment systems

14. Fridays Digital Platform – SAP Hybris Specifics
Versions
Launch 2016 - v 5.7
Jan 2017 - v 6.2
Modules
SAP Hybris Commerce
Advanced Personalization Module
Web Content ManagementModule
Bundling Module
Database
Oracle

15. Fridays Digital Platform – Overview

16. 16
Key Callouts – It Takes a Village
A Unified View of the
Customer and an
Overarching Content
Strategy are always required
if you’re your goal is to
deliver a frictionless customer
experience
You must
compliment a
visionary roadmap
with pilot wins
Right message
and Right channel
at the Right time
is the only future
state