As part of a complete brand turnaround, T.G.I. Friday's wanted to use music to significantly enhance the authentic atmosphere and upbeat vibe in their restaurants.
We wanted the new T.G.I. Friday's sound to mirror the brand - anthemic, full of feel good vibe and energy.
The music policy had previously focused exclusively on authentic US guitar-based tracks. This style was becoming less meaningful to UK customers hungry to hear current music.
Every track has to work hard to energise and uplift both staff and customers. There are no DJs so the music profiles need to progressively adapt from the afternoon vibe to the buzzy late night atmosphere.
Genres and tracks were hand-picked from the US and UK that were bound together by a dynamic attitude. The different sounds were not necessarily easy to fuse but we succeededin getting the balance right.
We chose ballsy and infectious rock tracks, edgy pop and punchy soul.
We recreated the music map to demonstrate how we believed the atmosphere should adapt according to the time of day and day of week.
Store managers from three sites piloting the new T.G.I. Friday's brand sound reported immediate improvements in overall mood and energy levels.
The solution was rolled out to the whole estate in the UK, and then extended to other international T.G.I. Friday's sites.
The impact was seen to be positive both on customers and on staff - the new music was creating a new contagious energy.