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T.G.I. Friday’s bucks bigger is better trend April 11, 2007

Posted by grhomeboy in Food Drinks News.

TGIF takes a swing at teaching customers they don’t have to eat until they explode

While some chains are still trading on a bigger-is-better philosophy, T.G.I. Friday’s now has 10 items on its “Right Portion, Right Price” menu.

T.G.I. Friday’s is bucking the longstanding trend of touting value through volume with its new menu even though other chains have met resistance from consumers after trying similar moves. “This is a category issue stemming from consumer demand,” says Richard Snead, President and CEO of Carlson Restaurants Worldwide, T.G.I. Friday’s parent.

The new menu items, offered in all 582 U.S. stores, are priced from $6.99 to $8.99. The Jack Daniel’s Chicken Alfredo, for example, has 40% less fettuccine, a third less chicken and half the sauce of the full-size version and costs 30% less.

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