American restaurant brand expands with slow-cooked meats and gifting products in the U.K.
Global brand extension agency Beanstalk is working with TGI Fridays to expand its international licensing program, with a focus on its top-performing markets like the U.K., Australia, Taiwan and South Korea.
To kick off the restaurant brand’s international expansion, the agency has already teamed up with British food company Tulip to launch a range of slow-cooked meats for the restaurant brand. New items in the collection include a slow cooked barbacoa pulled beef tortilla wrap kit, slow cooked rack of ribs with Tennessee bourbon BBQ glaze, slow cooked chicken wings and a pork ribs selection pack.
The new merchandise is now available at 300 Morrison’s locations across the U.K.
“Not only is TGI Fridays known for its personalized service and authentic American food and drinks, but it was also the first original American bar and grill brand to enter multiple markets around the world,” Lisa Reiner, managing director, Beanstalk for Europe and Asia Pacific. “The demand for authentic American style foods has grown rapidly and this is the perfect time to respond to consumer tastes and expand such a well-known and loved brand like Fridays.”
Additionally, Tulip has partnered with IG Design Group to produce a gifting range for the restaurant brand. The new line is slated to hit retailers this Christmas and will feature items that aim to help consumers produce American-style cuisine and TGI Fridays-style cocktails at home.
“TGI Fridays has enjoyed fantastic success at retail in North America for more than ten years, with a select stable of strategic partners,” says Chris Phylactou, senior director, global licensing, strategic sourcing & brand protection, TGI Fridays. “We are thrilled to now have the opportunity to expand the program internationally and deliver to fans of TGI Fridays a new way to make every day like Friday.”