NOK 235,000 in sales per seat
Challenge – Preserve yet renew
In 2006 the restaurant was seen as dated in style, with its heavy and dark interior. The visual image dated back to the chain's American profile in the 1970s and 80s. Sales showed a declining trend despite the sales turnover of around NOK 66 million (excluding VAT). After a decade in business the time was ripe for modernising the restaurant with a unique location in the heart of the capital's main street.
Solution – One model worldwide
The solution involved creating aTGI Fridays restaurant that would appeal to the majority with an overall concept that would have widespread appeal. TGI Fridays Karl Johan was given a new design along with improved work procedures, which increased the tempo and improved the focus thus improving customer satisfaction. The new design concept has strengthened some of the existing elements, removed others and added some new ones. The goal was to revitalise the impressions and ambience without moving away completely from the already established design. The restaurant has become the flagship for the entire chain internationally.
Result – Successful enthusiasm
The clearest confirmation of success in terms of the experience design is when guests tell their friends and acquaintances about their positive experience. The investment in design was made at a time when the overall market was in decline. Despite this sales rose by 33% in the period 2006-2009, translating into sales per seat of NOK 235,000. At TGI Fridays Karl Johan all the old patrons keep coming back, in addition to many new patrons coming in. The proud employees strengthen the circle, and the increase in sales bears testimony to the success of the new design.
Category: Design Management – branding – sales and communication, visiting arenas and meeting places
Company: American Bistro Scandinvia AS
Project group company: American Bistro Scandinavia AS: Espen Holm, Chain Director and Anders Nilsson, General Manager of Fridays Karl Johansgt
Umoe Restaurantgroup AS: Nils Lemming, Development Director
Bico Bygg og Innredning: Knut Harald Nilsen.
Design: RISS AS
Project group design company: Petter Abrahamsen of RISS AS; Graphic designer Fred Manskov
Award / year: Design Effect Award - 2010