TGI Fridays venture into catering

CEBU, Philippines – American restaurant brand, TGI-Fridays has entered into catering service offering in Cebu, noting a strong demand for out-of-restaurant service especially from the booming Business Process Outsourcing (BPO) industry.

“The demand for catering services is picking up in Cebu. We probably stretch our wings in limiting our service within the five kilometer radius to cover the entire metropolis,” said Eric Guzman, TGI-Fridays Cebu general manager.

The restaurant managed by The Bistro Group Restaurant Concepts, the operator of chic group of resto brands in the country, has entered the Cebu market late last year, although the concept is new to the Cebuano consumers, Guzman said operations of the outlet here is “so far, so good.”

Since TGI-Fridays opened its doors to catering services last April this year, he said bookings have increased. This month, the restaurant is hitting to achieve 10 bookings in the entire month May.

He said the dynamic BPO industry in Cebu has helped the restaurants’ catering service to flourish. Now bookings are not only limited to BPO-related events, but also other industries.

Besides, he said the fact that they are the only TGI Fridays in Cebu, outlook for catering service is promising, while the local Cebuano market has started to patronize their menus offered in the restaurant located at the Ayala Center Cebu.

Also, the tourism positioning of Cebu has fueled a good performance of the restaurant, as foreigners are more comfortable to dine with a brand they know well, Guzman said.

The increasing number of middle-eastern market, specifically the Kuwaitis pushed the TGI-Cebu operations to offer “Halal” foods, as this market is one of the growth drivers here in the last few months.

The middle-eastern market, Guzman admitted has pushed good sales of the restaurant in the last few months, coupled with the continuous flow Caucasian diners.

Although The TGI Friday’s menu is American-themed through and through, with over 900 restaurants worldwide, there is room enough to accommodate local flavors. The undoubtedly Pinoy item on the menu is one of the restaurant’s best sellers; the Pork Liempo.

According to Guzman although tourists are the consistent diners of the Cebu outlet, the domestic or local consumers still dominate with 60 percent share in terms of daily diners’ profile.

With the offering of catering service, Guzman hopes that TGI-Fridays will enjoy a good business in Cebu, amid the challenging economic landscape.

TGI Friday’s Restaurant is one of the most recognizable icons in American casual dining.

Founded in 1965 by Alan Stillman with his first outlet in New York, TGI Fridays has since become synonymous with top-notch service, fun atmosphere, and great food in generous portions.