Sutton Coldfield-based Harrison Design Company has revamped the interior of TGI Friday’s in Edgbaston as part of a drive to reinvigorate the brand.
The firm made several changes to the Hagley Road restaurant, including relocating the central bar area and toning down the characteristic red and white colour scheme with richer finishes.
Part of the building was destroyed by a fire in August 2008 and the refurbished restaurant re-opened last month.
Harrison Design managing director Philip Harrison, said: “TGI Friday’s has to be one of the most iconic restaurant brands in the UK.
“It is a name that has been with us for over two decades and which was viewed as wholly inspirational when it first appeared in Britain.
“In recent years, the brand had drifted away from some of its core values through cost engineering and design evolution by its previous owners.
“We were therefore required to work with TGI Friday’s UK management team to re-connect with the brand’s core propositions, then re-invigorate them for today’s customer marketplace.
“The changes we made reflect the complex nature of brand positioning in the UK’s diverse hospitality market. Some are quite subtle, but they are crucial in getting the positioning right.”
Harrison Design Company first made its name in the bar and restaurant sector more than 15 years ago, masterminding the development of the All Bar One brand in the UK for Mitchells & Butlers.
Other high-profile brands handled by the consultancy include Nando’s, Brown’s, Chiquito, Revolution and Prohibition.
Internationally, Harrison Design has just completed an outlet for restaurant chain Nando’s in Washington DC, USA, and is about to start work on a new site for the company in Turkey.
The consultancy has also repositioned the Alex brand for Mitchells & Butlers in Germany and is currently on site in Ottawa, Canada, as well as negotiating on imminent developments in the USA.
