TGIF.
Food & Beverage
We partnered with TGI Fridays to transform its digital presence into an engaging brand experience that goes beyond food.
The partnership.
We partnered with TGI Fridays to transform its digital presence into an engaging brand experience that goes beyond food.
Through strategic campaigns, influencer activations, social media management, and creative content production, we showcase the personality, atmosphere, and iconic moments behind the brand. Every piece of content is designed to capture the TGI Fridays lifestyle, connect with audiences, and strengthen brand loyalty across digital platforms.
Services delivered
The work.
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The business & its market
What TGI Fridays Cyprus does, and what this market demands.
We've forged a strategic alliance with TGIF, a global brand, to meticulously refine their digital image, spotlighting specific dishes and vibes monthly. This collaboration underscores our dedication to content marketing, successfully disseminating the brand's personality through impactful visual strategies on a global scale. Our efforts are pivotal in fostering a worldwide connection between the audience and the distinctive ambiance of our restaurants, thereby amplifying the brand's overarching value proposition.
A franchised casual-dining brand in Cyprus sells a globally defined experience inside a market of roughly a million people. The brand book, the menu architecture and often the campaign assets arrive from elsewhere; the local team has to make them land against neighbourhood competitors who answer to nobody.
Cyprus restaurant prices have risen every year since 2021, with full-service venues up 4% year-on-year in May 2026 after 5% the year before. Guests still eat out, but they compare harder, and a familiar international name now has to justify a premium it once carried automatically.
Common challenges in franchised casual dining
- 01
Global identity, local relevance
Franchise guidelines protect the brand and constrain the message. The work is finding the room inside those rules where a Cypriot audience actually recognises itself.
- 02
Occasion beats cuisine
Guests choose casual dining for birthdays, matches, family Sundays and after-work. A menu-led calendar misses the occasions that fill the room.
- 03
Aggregator margin drag
Delivery volume arrives inside someone else's app, someone else's photography and someone else's commission. The dine-in brand rarely survives that translation.
- 04
Multi-site consistency
Every branch has its own energy, staffing and local following. Communications have to hold one voice while letting each site feel present in its own area.
- 05
Value perception under price inflation
When headline prices rise across the category, the brand has to communicate worth - portion, service, atmosphere - or it gets read purely as expensive.
How we answer it: We work inside the franchise system rather than around it: local occasions, local faces, local calendar, expressed in the brand's own language. See our food & beverage practice.
Keep going.
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Marketing Strategy
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Communications
Press, PR, corporate voice.
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