---
title: "TGI Fridays Plans on Revamping Its Bar to Ignite Alcohol Sales"
url: https://burnaze.com/article/c9cb0ad6-a60c-43a8-9ff5-093ea95c3b7c
source: "1851 Franchise"
original_url: https://1851franchise.com/tgi-fridays-plans-on-revamping-its-bar-to-ignite-alcohol-sales-2712048
category: "Casual dining"
industry: "Restaurants"
segment: "Casual dining"
published: 2020-01-15T19:14:16.000Z
modified: 2026-11-01T02:28:43.539Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/30f470a3b14f6745313173eb83b2ad607623.jpg
---

# TGI Fridays Plans on Revamping Its Bar to Ignite Alcohol Sales

**TL;DR:** TGI Fridays plans to revamp its bar to boost alcohol sales, including a new partnership with Aviation Gin and improvements to music, lighting, and seating. The brand aims to take advantage of the casual dining segment's bar sales, which account for 30% of its $2.1 billion in sales.

*originally published in 1851 Franchise on 2020-01-15. [Read the original](https://1851franchise.com/tgi-fridays-plans-on-revamping-its-bar-to-ignite-alcohol-sales-2712048).*

## Story

**TGI Fridays plans on living up to its name this year by relaunching its bar,** **according to CNBC****. The revamp includes allowing the service of a beer and a shot at the same time and a new partnership with actor Ryan Reynolds' gin company,** **Aviation Gin****. The brand will also improve music, lighting and seating to encourage socializing.**

**As younger consumers demand convenient off-premise food occasions****, casual dining sales and traffic is declining at a rapid rate. To better compete, TGI Fridays plans to take advantage of one of the casual dining segment’s major advantages: the bar. In fact, 30% of Fridays' $2.1 billion in sales come from the bar. This development is also part of the company's plan to** **go public after 45 years following its November sale to Allegro Merger****.**

**In June of last year, TGI Fridays** **launched America’s Longest Happy Hour and a Five Bar menu** **featuring $5 beer, wine and clean-label premium cocktails. Other franchisors have been honing in on improving alcohol offerings,** **including Applebee's happy hour deals** **and recent partnership with Valentine Distilling Co. to offer two craft cocktails in 65 of its store locations.

** **IHOP added its first full-service bar at one of its Phoenix locations****. Recently,** **P.F.

Chang's launched a new restaurant concept named Chang's After Dark** **in Miami to provide a late-night destination with exclusive bar and dining menu, bottle service and live entertainment.

**Despite alcohol consumptions in America falling 0.8% in 2018,** **reported by Bloomberg****, alcohol sales** **typically yield generous profit margins** **for restaurants. Hopefully, this will be the case for TGI Fridays, which saw** **year-over-year sales fall** **nearly 7% at company-owned locations and more than 8% at franchised locations.** **It also just closed a number of California restaurants.**

**As full-service, fast casual and QSR dining chains continue to look for new ways to bring the** **delivery-obsessed younger generation** **into the restaurant, appealing to the late-night crowd could be what TGI Fridays needs to stay ahead.**

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- Applebee's (company)
- IHOP (company)
- TGI Fridays (company)
- casual dining (topic)
- Bloomberg (company)
- restaurant trends (topic)
- P.F. Chang's (company)
- alcohol sales (topic)
- bar revamp (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/tgi-fridays-plans-on-revamping-its-bar-to-ignite-alcohol-sales-2712048). Summarized by Burnaze (https://burnaze.com/article/c9cb0ad6-a60c-43a8-9ff5-093ea95c3b7c).