Leisure experience brand, TGI Fridays™ – with more than 930 restaurants across 60 countries (excluding USA) – first launched in Nicosia City Centre, Cyprus in 1996. Today, there are 7 casual dining outlets – two in Nicosia, (City Centre & The Mall of Cyprus), three in Limassol (Enaerios, MyMall & Limassol Marina), one in Larnaca (Finikoudes) and one in Paphos (Kings Avenue Mall).

TGI Fridays

The Brief

The Search Marketing Shop has been creating specific audience targeted ads for TGI Fridays for more than three years. Each month the digital marketing team are tasked with a different ad message, audience goals and target numbers.

Campaign Tools Used

Our bespoke approach each time involves creating a multichannel digital advertising strategy comprising search, video, display and a universal app campaign.

performance based marketing how it-works

Highlight Campaign: TGI Menu Dishes with Jack Daniels Sauce

Google Tag Manager and Analytics

Used to create action based goals and smart remarketing lists.

Google’s Affinity audiences and Topics

Co-opted to target tourists and locals.

Targeting methods separated into different ad groups

Quickly and easily implemented using Google partner level account managers fluent in both languages.

Mobile search campaign included location extensions

Enabled Google users searching for nearby restaurants to find local TGI Fridays at the top of their results list.

TGI Fridays - Jack Daniels Campaign

How we measured the response

Goal conversions were measured by the exact number of users who:

  • Immediately visited the TGI Friday’s “Find Us” store.
  • Downloaded the menu.
  • Contacted TGI Fridays by telephone or message.

TGI Fridays were able to instantly see, clearly evaluate and understand the effectiveness of the campaign. Each goal conversion was measured at every stage of customer engagement.

pay on performance - terms

The Results

The Jack Daniels campaign was hailed by TGI Fridays as a huge success across all seven Cyprus restaurants.

  • 5 million total number of impressions generated
  • 14,677 – total number of people who completed one preferred next step indicating “interest”
  • 47 per cent CTR – clicks on Display ads
  • 12 per cent of users who clicked completed one of the campaign goals

Thanks to our PPC campaign, it seemed the entire island was lit up in a Jack Daniels frenzy as they instantly jumped onto the TGI Fridays site.

Case Study - TGI Fridays - The Results
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