TGI Fridays Promotes CMO to Chief Executive Officer to Lead Transformation

TriArtisan said that Coleman will lead TGI Fridays into a transformative next phase revitalizing the brand to position it as a growing market leader in the rapidly evolving food and hospitality industry.

Restaurant industry veteran Brandon Coleman III has been named chief executive officer of Dallas-based TGI Fridays, charged with moving the company forward into a new era.

The announcement was made by Rohit Manocha, chairman of the board and co-founder of TriArtisan Capital Advisors, the lead investor in TGI Fridays.

In a statement, Manocha lauded Brandon, saying the executive has “proven time and time again that innovation layered on top of rich brand history is the key to sustained and impactful growth.”

Citing Coleman’s “storied career in the restaurant industry” before joining TGI Fridays as the chief marketing officer, Manochas said his efforts are”driving greater relevance and stronger connection” with contemporary consumers.

“TriArtisan Capital Partners believes in the future of TGI Fridays, and we know what it takes for this restaurant to win,” Manocha added, noting that the company is confident Brandon is the “right person to lead TGI Fridays into its strategic next phase.”

TriArtisan said it conducted an extensive search among internal and external candidates led by the global executive search firm Heidrick & Struggles.

Sushi and other big menu changes

TriArtisan said that Coleman will lead TGI Fridays into a transformative next phase revitalizing the brand to position it as a growing market leader in the rapidly evolving food and hospitality industry.

That phase will entail accelerating TGI Friday’s evolution as an experiential hospitality and entertainment destination by offering bold new offerings across key dayparts as well as an expansion of restaurant locations, domestically and internationally, the company said.

Coleman is focused on anchoring TGI Fridays around its heritage as the bar of choice providing the ideal environment for socialization and good times around compelling food and beverage offerings, TriArtisan said.

That includes creative new cocktails with a Fridays’ flair, along with buzzworthy partnerships and industry-leading offerings across beer, wine, spirits and the burgeoning non-alcoholic sector, the company said.

He also will focus on celebrations, parties, and fun times with friends and family as a core to the brand.

TGI Fridays said it and Coleman have been at the forefront of deploying innovative creative offerings appealing to today’s customers via their successful launch, in restaurant and off premise, of Krispy Rice, a cutting-edge sushi offering, developed in partnership with food technology company C3.

TGI Fridays recently expanded its presence at the Dallas Fort Worth International Airport with a location that is on track to be the highest volume sales location of any U.S. airport restaurant with an anticipated annual revenue of $14 million.

Coleman also recently led the brand through its biggest menu change since the 1990’s with the launch of its Grilled & Sauced platform.

Deep restaurant expertise and a 40 under 40

Coleman, 40, joined the company in October 2022 where he led the domestic corporate and franchise stores as well as the TGI Fridays brand as U.S. president and chief marketing officer.

Before TGI Fridays, Coleman was senior vice president and CMO of Dave & Busters, held various leadership roles at Del Frisco’s Restaurant Group, and was chief marketing officer of Romano’s Macaroni Grill. He also served as CEO and Management Consultant for Brava Partners, a consulting group focused on branding and business strategy.

In 2013, Mr. Coleman was named one of Ad Age’s 40 Under 40.

“I am incredibly proud to be named chief executive officer of TGI Fridays and lead this incredible brand,” Coleman said in a statement. “TGI Fridays is entering a new era of growth and prominence that will build on our beloved tradition and the emotional connection of great food and drinks along with the fun and entertainment that only TGI Fridays can do.”

TGI Fridays, the world’s first casual bar and grill, operates and franchises over 650 restaurants across 52 countries.

The company saw total systemwide sales of $1.6B in 2022 with same U.S. sales growing at 8% compared to 2019 (pre-pandemic).

The company announced what it called its most significant deal in September of last year, consisting of 75 new franchised restaurants to be opened throughout South and Southeast Asia over the next 10 years representing an additional $500 million in restaurant revenue.

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