Dallas-based TGI Fridays doesn’t just want customers to order off their menu for delivery, they’re ready to do something other chains aren’t doing yet – letting customers add booze to the order.
Fridays is working with Dallas-based startup Lash. According to Fridays, diners in November will be able to use the restaurant’s mobile app, select beer, wine and other liquors from the menu and have them delivered to the customer’s door. A Lash driver will pick up the alcohol from a local liquor store partners, pick up the food from Fridays, then deliver.
Fridays will test launches the program during the holiday season in Dallas-Fort Worth and Houston, with national rollout anticipated in 2018.
Fridays initiated online ordering last summer and officials at the fast-casual chain say take-out orders have grown by 30 percent.
Some additional Fridays take-out facts:
• The average online ordering ticket is 7.2 percent higher than an in-restaurant ticket.
• Guests under the age of 40 account for more than 60% of all delivery orders.
• Guests who order online visit 51 percent more frequently than those who visit just in the restaurant (noncash/credit/debit card users).
• More than 70 percent of online orders in the last year have come from new Fridays customers.
• 48 percent of people who joined the Rewards program in 2017 are millennials between the ages of 21-32.