Steep discount promotions, décor upgrades and a few new menu options aren't enough for restaurant chains confronting growing demand for unprocessed, higher-quality food. Consumers' demand for fresher food and a unique brand experience continues to grow rapidly. New restaurant brands are popping up everywhere waving the fresh-food flag, but as this movement invigorates the masses it could also be destroying restaurant brands that fail to adapt to new demands.
TGI Fridays took a lot of heat a few weeks ago for its latest ploy: endless appetizers for $10. One headline predicted the promotion would "destroy" the restaurant. Although the outcome remains to be seen, the basis of the prediction is that TGI Fridays seems to have lowered the quality of its food and service over the years. The promotion is just another example of the chain's lack of dedication to a better experience in line with market demand. Instead of pushing a better product, the brand continues to push a lower price.
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