T.G.I. Friday’s launches mobile app

In Loyalty & CRM, Social media by Simon Crompton-Reid

T.G.I. Friday's launches mobile app T.G.I. Friday’s launched its first mobile app, designed to allow customers to use their phones to keep track of their tabs and interact while inside the restaurant, said Trey Hall, SVP and CMO at Friday’s. The app was developed with Tabbedout, a mobile wallet company based in Austin, Texas.

"Having an app is important," Hall said. Our customers have an opportunity to pay using our mobile device, which, we believe, is unique within our category."

The app has several functions, including helping potential guests locate Friday’s restaurants and paying for meals using their phones. The app eliminates the issue of having to wait for a waiter or waitress to close out if guests are in a hurry and it helps them keep track of what they’ve ordered.

Users can find current promotions at Friday’s and the app connects with social media sites as well, and users are encouraged to share Friday’s-related activities with their contacts.

Although the app is not yet integrated with Friday’s loyalty program, "Give Me More Stripes"—re-launched last year, that functionality will likely be added as the app develops, said Shannon Gewinner, VP of Brand Marketing at Friday’s. Using the app, guests are able to sign up and learn more about the loyalty program, but guests with existing loyalty accounts cannot sign into them yet, she said.

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