While many chain operators count on family gatherings for a major part of their business, making sure that the non-drinkers in those and other groups get the chance to try something special is often overlooked.
But last spring, TGIFridays launched a collection of new contemporary menus that featured Liberated Libations, an elevated alcohol-free beverage experience that showcased fresh ingredients and innovative beverages at competitive prices. Turned out it was a good idea and successful enough to take the 2015 VIBE Vista Award for best alcohol-free chain restaurant program.
Designed to deliver on the Friday's brand promise of infectious energy and build on the chain's long-held image that, “In here, it’s always Friday,” the program was also targeted to increase overall beverage sales, trial of featured liberated libations, emphasize the new “handcrafted” menu offerings and provide enhanced selling tool to showcase partners Coca Cola and Red Bull.
“A drink doesn’t always have to be a drink. And that’s the perfect time for one of our refreshing alcohol-free concoctions.” That was a key aspect of the program, featuring premium alcohol-free brands in a variety of drinks to appeal to a range of guests, with trending flavors.
A flexible binder design of menu allowed seasonal limited-time-only pages to be introduced. Die-Cut tabs were used to differentiate sections of the menu, allowing servers and bartenders to easily flip to a page or point to a tab to sell appetizers and beverages at the beginning of each meal.a