THEME NIGHTS

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The strategy to offering theme nights is to build habits with Guests leading to increased loyalty. By communicating consistent specials on a specific day and time of the week, Fridays has the opportunity to become a “go-to” location to accommodate Guests social needs. Restaurants should focus on 2-3 nights with the goal of “owning” that day of the week within the market.

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Ladies Night is a weekly ritual that encourages groups of ladies to meet at Fridays for a great experience by offering discounts on select martinis and cocktails during a specific day/time of the week.

The strategy is to increase frequency by creating habit with Guests that they can grow to expect drink specials and an atmosphere that allows for a great social experience weekly
at a consistent day/time.

The Ladies Night Programs goal is to be the weekly go-to spot for a memorable girls nightout.

Student/College Night is a weekly ritual that allows Junior College, University, and Trade School Students of drinking age to come into your restaurant(s) on a designated night of the week for an authentic, “In Here, It’s Always Fridays” Social Experience with value pricing on cocktails, beer, and your existing Happy Hour or Late Night food specials.

The Weekly Ritual is intended to bring a new generation of Guests into Fridays who may not currently consider Fridays as THE place to go for a memorable Social Experience with great food and drinks served by our great Team Members who know how to make every day feel like Friday. One great Student/College Night can drive frequency with a new generation of Guests who will not only come back each week, but will bring additional traffic into the restaurant because everyone wants to be invited to the best party in town!

The success of Student/College Night is dependent of two factors: pricing strategy and providing an over the top, Social Experience they cannot get anywhere else. Let’s move the party out of the Students house and in to your restaurant(s)!

Trivia Night was built on the popularity of pub trivia but we are taking it beyond the ordinary “Who hit the most RBIs last season?”. This Late Night event is designed
to provoke conversation for our Guests and is relevant with pop culture, like “What animated
show correctly predicted Donald Trump’s race for presidency??”

Depending on where your restaurant is located and the audience, Trivia Night can also
be themed according to social holidays (i.e., Valentine’s Week, St. Patrick’s Day, Christmas).

Fridays is known amongst service industry employees as THE place to go after work since it due to the fact that it remains open later than most other restaurants. By implementing the SIN night tactic below, the Fridays location will:
• Drive food & beverage sales during a daypart that would typically be slow by offering special “deals” to service industry employees.
• Drive traffic and repeat visits on Thursday night, specifically late night (9 close

A slower night of the week (preferably Thursday) where local service industry workers gather at Fridays to have a great time. To create an even bigger SIN night, you can theme the night and give away prizes for best dressed and any
games played. A good example of this would be an 80’s or 90’s night featuring
music and dress from that era.

Fridays Night Live is a weekly ritual that uses live music coupled with discounts on alcoholic drinks and apps, such as beer, wine and cocktails with the intention to drive traffic and boost sales on a specific day/time of the week.

Fridays Night Live offers the Guest an experience that encourages them to drink,
snack and socialize resulting in a memorable time at Fridays.

The strategy is to increase frequency by creating habit with Guests that they can grow to expect weekly at a consistent day/time with a live
music atmosphere and competitive food/drink
pricing.

Happy Hour is the best hour in our day, where our Guest can relax and enjoy some drinks
after work with their pers and friends with a good and relevant benefit.
Factors of Program Success Include:
• Popular Drinks that will motivate the purchase
• Variety of options to attract a wider target of Guests
• Attractive Price points on food and beverage
• Tier pricing to allow for flexibility for the guest to choose the experience and the price and for the strategy will help us to work with better
Bar Cost.
• Guest can choose how much they want to spend

The strategy is to increase the happy hour day part by having an attractive offers for groups of people to come and socialize during great priced food and beverages at Fridays.