TGI Fridays
A partnership built on the foundations of long-term scalability and paid media efficiency.
Consultancy
Digital strategy, paid search, paid social, SEO & data analysis
Delivery
Management of all paid media channels & SEO consultation
Technology
Google Ads, Meta, TikTok, Programmatic, Google Analytics
Platform
tgifridays.co.uk
Long-term scalability & consistent lead generation
Our partnership
TGI Fridays, the iconic American casual dining restaurant chain, wanted to reignite brand love and drive customer traffic in the UK market. Their existing paid media strategy wasn't delivering the desired results and they needed a partner who could develop a data-driven approach to reach its target audience and increase restaurant visits.
A paid media makeover
Cab Engine took TGI Fridays' paid media strategy to the next level with a multi-pronged approach that revitalised the brand's online presence. This included:
Restructuring: Cab Engine worked on the slow implementation of an account restructure that promoted scalability. Where previously there was a reliance on brand searches and recycled creative, Cab Engine introduced a completely new suite of ads.
Campaign Type Expansion: Cab Engine wasn't afraid to experiment with new campaign types beyond the usual suspects. From native and display to the full introduction of Performance Max, Cab Engine's iterative approach has helped scale the account year-on-year.
Granular Audience Selection: Cab Engine has struck the perfect balance between broad and niche, navigating each channel according to the needs of the business. This combination has allowed TGIs to develop a greater understanding of audience profiles to allow for budget efficiency.
37x ROAS
Cab Engine fine-tuned the TGI Fridays paid search account in 2023, changing its campaign structure and introducing data-driven decisions that allowed for efficient performance and growth during crucial seasonal periods. In 2023, the Google Ads account operated at a 37x ROAS.
Cost-of-acquisition
Utilising paid social as a top-of-funnel platform, Cab Engine was tasked with acquiring new customers for TGIs on a consistent basis. Through detailed audience selection and considered supporting creative, combined with the introduction of new advert types, Cab Engine lowered the cost-of-acquisition by 34% year-on-year in 2023.
63% CTR Increase
The long-term partnership not only garnered responsibility with paid media strategy but also accompanying creative. The Cab Engine creative team worked to revitalise tired creative. Instead, conversion-led creative was delivered which helped establish a 63% increase in click-through rate year-on-year.
Fine-tuned agility for long-term success
The engine
The Cab Engine & TGI Fridays partnership continues to prosper, with the team now supporting with photoshoots, social media filters and organic social content. The commitment to excellence from both parties allows for fast-paced delivery and desire to ensure TGIs operates at the forefront of technology and strategy.
Cab Engine's efforts increased the client's organic search and organic rankings. The team was organized, communicative, and responsive to any inquiries and requests. They provided valuable guidance, had quick turnarounds, and showcased unique development skills.
CONTINUE THE JOURNEY
Helping to tell the world the secret to a healthier life
Where would you like to go?
We’d love to understand more about your business needs and challenges. Talk to a team of exciting minds and create a collaborative partnership focused on driving growth for your business.