TGI FRIDAYS SUCCESSFULLY TRANSPORTS ITS RECOGNISABLE GLOBAL BRAND TO INDIA , NAVIGATING THE UNIQUE CHALLENGES OF AN EVER- CHANGING MARKET
As a franchisee , striking the balance between having the freedom to create your very own offshoot of a brand versus the need to maintain specific aspects of a mother company ’ s DNA can be quite the juggling act . For TGI Fridays ’ India franchises , it ’ s a juggling act that is reaping the rewards .
“ The philosophy of TGI Fridays has been that you have certain DNA structural dynamics of the brand that keeps it one global brand ,” says Rohan Jetley , Promoter and CEO of TGI Fridays India .
“ However , the ability to act locally is an equally important part of our approach .”
For TGI Fridays India , the franchise must contend with establishing the recognisable global brand not just in the one Indian market , but smaller markets throughout the whole of India .
These sub levels of inner markets naturally bring with them a heightened degree of complexity – complexity that Jetley and TGI Fridays must successfully navigate in order to succeed and grow .
32 July 2017