Restaurant chain TGI Fridays UK and marketing automation platform Punchh are celebrating the successful launch of the casual dining brands new mobile app, which forms a central part of its expanded customer loyalty and relationship programs. In just four weeks, TGI Fridays has seen significant uplift over multiple KPIs thanks to the popularity of the app.

The updated mobile experience and loyalty structure are part of a brand refresh for TGI Fridays in the UK, driven by new chief marketing officer Steve Flanagan, who recently joined from Starbucks EMEA. Under Flanagans leadership, the brand has overhauled its digital presence and updated the in-store experience with new brand identity and the addition of vegan menu options.

Since the app launched at the beginning of August, loyalty visits are up 61 per cent, while sign ups for the brands loyalty scheme are up 30 per cent. Unique guests are up 51 per cent, and loyalty revenue has increased by 66 per cent. Perhaps most impressive, referred users with a verified visit have jumped by 300 per cent.

“This new app and loyalty program are a huge leap forward in mobile customer relationship management for us, and were excited to see such immediate, remarkable results,” said Flanagan. “Its clear that the ability to communicate with existing and potential guests at the time and place they choose has immense value, and the positive impact weve seen to date are certainly only the beginning.”

The app and loyalty program expands on the relationship Punchh began with TGI Fridays in January 2015, when it was brought on to increase customer engagement and assist in customer acquisition. Initially the loyalty program used a gamification approach, with a Scratch, Match and Win probability-based program. The updated app now uses a spend-based system of points or stripes to unlock different reward options.

“TGI Friday UKs mobile marketing success is a shining example of how brick and mortars can leverage digital customer engagement strategies to grow their business,” said Shyam Rao, CEO of Punchh. “We look forward to continuing our relationship with Fridays and helping them to not only attract and retain customers, but also turn them into loyalists.”