Liquid Barcodes


TGI Fridays (UK) Rewards

Paula Thomas, Chief Content Officer, Liquid Barcodes


If you are keen to launch a simple digital loyalty programme in the convenience or quick service restaurant industry, TGI Fridays UK Rewards launch in 2018 is an interesting case study to consider.

As an industry leader and iconic brand, the company has been privately held by Sentinel Partners since 2014, and currently employs over 74,000 people who run its 870 restaurants in 55 countries, mainly owned and operated by franchisees. The brand is credited with inventing the term “happy hour”, as well as introducing Jack Daniels-branded food items to American casual dining and at the time of the acquisition, TGI Fridays also boasted the largest international presence of any U.S. casual dining chain.

The UK Rewards programme launch was the logical next step for the chain, which had already been offering UK customers the ability to go bill-free since 2017 – a solution expected to reduce payment delays from an average of 10-12 minutes to just a few seconds.

The decision to launch the UK Rewards programme was made by the company’s new Chief Marketing Officer, Steve Flanagan, a veteran of Starbucks UK, and was one of the first improvements he introduced in his new role.

In this article, we’ll review the customer value proposition as well as some of the business highlights and success announced by the programme in the weeks following its launch, and some insights on which digital technologies the company is focusing on in order to drive its global development.

TGI Fridays Rewards

How It Works:

  • The programme is a spend-based loyalty programme, with a currency called “Stripes”.
  • Members earn 1 Stripe for every pound they spend, which are valid for one year.
  • The programme offers four reward levels as shown below, called Mover, Shaker, Rocker and Roller – reflecting the brand’s fun identity.
  • There are no membership fees charged to join the programme.
  • New members are awarded twenty-five Stripes for joining the programme, and another twenty-five if they refer another member.
  • The app promises exclusive offers for members on an ongoing basis also – presumably once some profiling and segmentation analysis has been completed.
  • Stripes are credited to the relevant loyalty accounts by using the app to scan the barcode on the till receipt. This means that the responsibility of tracking the member’s spend relies on the member themselves rather than the restaurant staff.

TGI Fridays App Images 

TGI Fridays App Images 

Member Benefits:

  • Depending on their level of spend (and Stripes earned), members earn a free reward from their Rewards tier on the menu as shown below.
  • The other main reward is a birthday reward of free drinks for member plus up to 12 friends with a purchased meal.

TGI Fridays UK RewardsTGI Fridays UK Rewards


The following results were announced four weeks after the programme’s launch:

  • Loyalty Visits: Up 61 percent
  • Signups: Up 30 percent
  • Unique guests: Up 51 percent
  • Loyalty Revenue: Up 66 percent
  • Referred users with a verified visit: Up 300 percent

These results certainly look very impressive however would be even more interesting to see the latest results after a year of operation described by Flanagan as “only the beginning”.

The press release also illustrated a key objective for the programme with the comment that “the ability to communicate with existing and potential guests at the time and place they choose has immense value”.

Future Focus:

A recent interview with TGI Fridays describes a “growing appetite” for artificial intelligence (AI) and personalisation, further confirming that connecting with customers is a top priority for the chain. In it, James Washington, product manager for digital platforms, explained “we want to engage with and talk to guests across multiple channels” with push messaging quoted as a key communication tool being used to drive repeat orders with single-click payment.

Digital technology has also been credited with driving the growth of “to-go” orders – a service not normally associated with TGI Fridays due to its traditional focus on cocktails and drinks as a core part of the dining experience.

Fridays has also developed and enabled voice ordering through Alexa voice assistant devices with instant payment through Amazon Pay as shown in this video.

These tools and digital marketing capabilities are clearly creating opportunities for this global leader to expand the range of TGI Friday’s reach beyond their restaurants to include customers who prefer to dine at home or at work.

In Summary

It’s fantastic to see great brands like TGI Fridays investing in loyalty and connecting digitally with their customers, further evidence that retailers and restaurants need to be as prominent, accessible and memorable online as they are offline.

While their approach to rewarding their UK customers is clear and simple (which customers love), their decision to expect them to claim their Stripes manually may cause frustration and apathy over time. This earning process was most likely a result of a need to simplify the IT demands on the business (and eliminate the need to connect their loyalty platform to their point of sale system), however the goal of most retailers is generally to remove friction for their customers, rather than add an extra step in.

No doubt, the Executive team will be watching closely to assess whether the early successes they announced last year will continue and improve over time, and if customers will see the value in engaging to claim. We’ll also be watching with interest.

TGI Fridays Rewards logo

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialized for the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant.

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 

Blog post

Everyone Wins With App Games

Games reward customers for visiting an app and encourage them to visit the store. Customers love to feel appreciated, they love a good deal and they especially love winning.  Customers are excited when they get a good discount or coupon. And, they truly feel like winners after playing and winning a game. It is easy […]

Blog post

Liquid Barcodes Connects With Convenience Industry Leaders in Texas

The Liquid Barcodes team networks and learns at 2023 NAG Conference in Austin, Texas. Last week, Liquid Barcodes attended and exhibited at the US convenience industry conference held by the National Advisory Group (NAG). Among those present from the Liquid Barcodes team were Saurabh Swarup, General Manager of North America and Jose Santiago, Head of […]

Blog post

5 Cs of Summer: Cold Coffee, Clean Cars & Convenience

Subscription programs are a great way to secure long-term customer loyalty and revenue. Whether you are providing a subscription for beverages or car washes, securing recurring monthly revenue is imperative to stay competitive.   Summer is around the corner and retail marketers are crafting sunny campaigns to increase customer traffic to the store. Help those […]

Blog post

Circle K Makes a Splash With Car Wash Subscription Program in Europe

Circle K has extended its highly successful car wash subscription program to Norway after successful implementations in the United States, Canada, Denmark, Sweden and Estonia. Circle K’s vast global network of car washes has digitally transformed operations with its revolutionary car wash subscription program. First launched in Denmark and the U.S. in 2020, the program […]

Blog post

Newly Redesigned Brezelkönig App Accepts Payments and Rewards Loyalty

Swiss foodservice chain Brezelkönig releases app update which offers customers the convenience of earning rewards and paying for products with the app in stores.  The recently-updated Brezelkönig app allows pretzel-loving customers to enjoy recognition and rewards for their loyalty. Additionally, the Brezelkönig app accepts payments to make the customer experience even more convenient.  Brezelkönig is […]

Blog post

Sunshine Gasoline Introduces ACH-Only Mobile Payment for Fuel

Florida convenience retailer releases fuel payment app accepting only ACH payment, saving thousands in payment processing fees for the retailer. Sunshine Gasoline upgraded its Max Carwash App to Sunshine Brand featuring a special fuel pay program, powered by C-StorePay by Liquid Barcodes, which allows consumers to conveniently pay for fuel using the app. Customers simply […]

Blog post

2022: An Outstanding Year for Liquid Barcodes and Our Customers

In 2022, Liquid Barcodes witnessed a year of unprecedented growth with customers, products and team members. Every great business has an inspiring founding story and Liquid Barcodes’ 10-year journey is inspiring the future of loyalty. Beginning as a startup in Norway, the company opened its second office in the United States in early 2022 and […]

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Blog post

Polish Retail Leader Żabka Launches Coffee Subscription Program

Polish retail giant, Żabka introduces a monthly coffee subscription program across its vast store network. With its new coffee subscription program, Żabka Polska will certainly dominate the beverage category in Poland’s unique convenience market. In July 2022, Dr. Adam Manikowski, Managing Director of Żabka Polska, was featured on the popular Global Convenience Store Focus video […]

Blog post

Loyalty Apps Engage Customers

98% of loyalty app users love using a loyalty app and want more features from it. In September 2022, NACS published a report examining customer engagement with convenience loyalty programs. Unsurprisingly, customers feel most engaged, appreciated and valued by the stores to which they belong in a loyalty or membership program – nearly ¾ of […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes