For years, T.G.I. Friday's was synonymous with casual dining with friends and a relaxed atmosphere. The restaurant chain managed to position itself as a classic in the American gastronomic landscape. Its presence in so many cities across the United States made it a part of many people's daily lives.
Now, its name is making headlines again, although not for the usual reasons. Amid a challenging context for many brands in the sector, T.G.I. Friday's has made a drastic decision after announcing its closures. What seemed unthinkable a few years ago is now happening forcefully in different parts of the country.
Massive closures and an unprecedented restructuring
Since the end of 2024, T.G.I. Friday's began a deep process of business transformation. The company filed for Chapter 11 bankruptcy protection, seeking protection from its debts and internal reorganization. This step marked the beginning of a wave of closures that has surprised both customers and analysts.
In less than two years, the chain went from having nearly 270 locations to operating only 85 across the United States. The pace of closures has been steady, with at least 30 branches closed just in the last month. Despite this, the brand has not publicly confirmed a total shutdown of its business on U.S. soil.
Iconic locations like the one in Parsippany, New Jersey, and the one in Toms River, also in New Jersey, closed their doors in early 2024. Other notable closures include the branch in Henrico, Virginia, and the one in Eatontown, which were part of a series of closures that affected T.G.I. Friday's nationwide.
The current strategy focuses on the franchise model, according to reports in El Cronista. Decisions are no longer made exclusively by the headquarters but by an advisory board composed of franchisees. This group is defining the new direction of T.G.I. Friday's, with changes aimed at reconnecting with consumers.
New phase: revamped menu and international presence
One of the key elements of this reinvention will be the menu update in the coming weeks. Under the direction of Ray Blanchette, who has returned as a leading figure in this phase, a menu with modern and bold dishes is being designed. T.G.I. Friday's will incorporate "swicy" (sweet and spicy) flavors, international fusions, and freshly cooked meats.
Additionally, the company is betting heavily on its expansion outside the United States. As of today, it has around 400 restaurants in other countries, where the impact of the crisis has been less severe. This international growth presents itself as a lifeline while they try to adapt to the new demands of the local market.
Even so, the situation is not easy. Consumption habits are changing rapidly, and many casual dining chains are suffering. T.G.I. Friday's is not the only one affected; brands like Hooters or Bar Louie are also facing similar challenges, reflecting a shift in diners' preferences.
The massive closure of locations in the United States symbolizes the end of an era. Although the brand is trying to reinvent itself, the process will be long and full of obstacles. For now, it's time to say goodbye to many of those restaurants that for years were part of the everyday landscape.