PHASE 2

DURING THE CRISIS

STRATEGY:

Leverage the opportunity for new guest trial of curbside pickup and delivery services by encourage togo orders as guests are adjusting to life in quarantine and/or social distancing. Current available programs in the 2020 Marketing Catalog can be adapted easily by adding off-premise messaging. Primary communication channels should be digital platforms such as website, social media, email sends and mobile apps.

MESSAGING SHOULD SUPPORT: 

  • Signature - Menu items our guests know and love that are signature to Fridays. 

  • Social - How can we bring a social experience to the guest even during a time of social distancing? Utilize social media platforms to engage with the guest, offer meal boxes to encourage the family to gather around a shared meal, provide games and activities to guests to support a social experience at home.

 

PROGRAMS UTILIZE: 

  • Value - Use offers and incentives that will encourage the guest to order from Fridays over the competitors. 

  • Off Premise - Adapt to guests current lifestyles by heavily messaging your togo options.

AREAS OF FOCUS: 

  • Curbside Pickup & Delivery - Offer existing Marketing Programs with the addition of off-premise messaging. 

  • Online & Mobile Ordering - Making it easy for the guests to place orders. 

  • Community - Show your support for the community by giving back and putting programs inplace that encourage guests to give back.

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