TGI Fridays streamlines loyalty program with cloud migration

TGI Fridays is expanding the benefits of its Friday Rewards offering while also making it more accessible across channels.

The casual dining chain is deploying the Oracle CrowdTwist loyalty and engagement solution to support a relaunch of the Friday Rewards customer loyalty program. Customers can join Friday Rewards via the recently upgraded Fridays mobile app, website, or at one of nearly 300 participating U.S. restaurant locations.

Oracle CrowdTwist is a cloud application that captures data every time customers engage with a brand to build a full 360-degree profile that can be used to personalize interactions and offerings. Prior to the CrowdTwist rollout, Fridays rewards members had to download the retailer's mobile app to create an account.

This required members to switch back and forth between the app and email to ensure their account was verified and rewards were properly tied to their account. Now, the streamlined, cloud-enabled login process allows members to provide their phone number to their server to gain access to their rewards directly in the POS.

In tandem, Friday's can use the information to deliver a more personalized loyalty experience with more tailored offers. TGI Fridays selected the Oracle solution in the first quarter of fiscal year 2023.

Customers can redeem rewards for free food, including dine-in, online, and to-go orders. To kick off the program, Fridays is offering loyalty members enough bonus points to earn a free entrée on their first purchase over $25 before June 12, 2023.

"With Oracle CrowdTwist we have been able to streamline the rewards process, making it easier than ever for our guests to earn and claim everyday rewards," said Lindsay Eichten, CRM, loyalty and media, TGI Fridays. "Now, we can provide a simplified, yet higher-value experience to both our guests and staff. This has built the groundwork for future enhancements. It's so nice to have a feature-rich platform where we can continue to build exciting new options into our rewards program that keep customers engaged and coming back for more." 

"Loyalty has taken center stage as restaurants have increased their focus on authentic engagement and personalizing guest experiences," said Simon de Montfort Walker, senior VP and GM, Oracle Food and Beverage. "Oracle CrowdTwist is helping Fridays capture valuable customer data to ensure customers remain the number one priority, and are ushering in a new era of digital rewards and customer loyalty programs to improve the guest experience."

[Read more: TGI Fridays launching new format]

Based in Dallas, TGI Fridays operates nearly 700 restaurants in 54 countries.