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Dyna Rivera
A trailblazer in bar culture
CASE STUDY
Category Audit, Evolution/Revolution Strategy, Communication Platforms, and Execution
(student work while at SVA)
The Problem
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Operational compromises: Fresh ingredients replaced with frozen alternatives, bartender training neglected, and bold design aesthetic softened
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Loss of brand differentiation: Became indistinguishable from competitors like Chili's and Applebee's
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Severe financial consequences: Over 200 location closures since 2019, 15% sales decline in 2023, and Chapter 11 bankruptcy filing in November 2024
The Strategy
New Target Audience
Gen-Z and Millennial women
Consumer Insight
Women want casual in-person exciting experiences
TGI Friday's becomes the ultimate wing woman, playing back to it's roots as a singles bar.
New tone of voice
Carin | Exciting | Unconventional
Big Idea
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