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By Chris Krishna For Andrew Reddy, staying cool and confi dent under pressure is an acquired trait. He has the scars of making tough decisions over a career spanning 25 years to prove it. Reddy, CWR’s Managing Director, is a fi rm believer in taking calculated risks. But while other established entrepreneurs continue to crunch numbers ferociously, Reddy has been taking the high-speed route, opening new restaurants in high-traffi c locations throughout Malaysia. The crown jewel within the CWR Group is clearly TGI Friday’s. The American casual dining restaurant chain is known for offering hearty meals and drinks served by friendly and high-spirited staff. “TGI Friday’s promises a fun, carefree dining experience where you are inspired to let loose and enjoy Brand Development Andrew Reddy EVERYDAY IS STILL A FRIDAY AT TGI FRIDAY’S 38 Brand Equity Volume 2, 2010 yourself,” says Reddy. “The distinctive brand identity has allowed us to make a mark in the restaurant business.” Today, the iconic TGI Friday’s chain operates and franchises over 900 restaurants in 61 countries globally. According to Reddy, the growth potential for TGI Friday’s in Asia is promising. “We’ve managed to sustain our business in Malaysia despite various economic challenges in the past decade. Malaysians are very discerning when it comes to food in terms of quality and value – and we offer both in a delectable platter.” TGI Friday’s has certainly come a long way since opening its fi rst restaurant at the Life Centre in Kuala Lumpur in 1994. CWR, the licensed franchisee of TGI Friday’s, currently operates 13 outlets throughout Malaysia.
Last December, CWR took a bold step by opening its fi rst TGI Friday’s restaurant in Singapore. Many business experts questioned the timing of CWR’s entry into Singapore at a time when the Island Republic was just recovering from the grip of one of the worst recessions. “We believe there’s an opportunity in every crisis,” asserts Reddy. “At our point of entry in Singapore, rental rates were slightly softer with expanded retail space. Our enviable location at the Heeren has certainly given us a strong competitive edge.” Despite 2009 being a dark year in most countries, Malaysia emerged as one of TGI Friday’s fastest growing markets. Reddy took advantage of declining rental rates and delivered a plus profi t for each restaurant chain under his group. “The restaurant business, like most other businesses, is cyclical,” Reddy observes. “There are ample opportunities to grow our restaurant network and brand portfolios even in this economic downturn, albeit at a measured pace. The group will leverage on the experience gained from operating a chain of different restaurants by strengthening our foothold in the F&B industry.” Although food is a vital part of the TGI Friday’s experience, Reddy maintains that the brand culture distinguishes it from other established restaurant chains. “We bleed red and white in everything we do at TGI Friday’s,” he states. “Our staff is trained to serve customers to give them the ultimate dining experience. The casual atmosphere is also conveyed through the stylised décor.” Reddy admits that the music is sometimes a little loud. “It’s a deliberate ploy to let customers hang loose.” And teamwork, Reddy believes, is also a big part of TGI Friday’s success story. “The minimum expectation in the service business is excellence in execution. Business will prosper if you have the right team. Our team has worked hard and grown together with us. There are many who joined as waiters and are now senior general mangers or regional managers.” The TGI Friday’s staff work with a cross-functional approach. Operational decisions are implemented with the consensus of the staff. As part of a global operation, TGI Friday’s enjoys the benefi t of learning from successful marketing and promotional efforts in different parts of the world. One of CWR’s biggest challenges is staff recruitment. When the Group recently advertised for a number of positions for its chain of restaurants, only three people turned up for interviews as waiters. Reddy concedes that it has a lot to do with the Generation Y’s attitude. “This generation of young adults is tuned to computers who communicate reasonably well online but lack verbal skills. For better or worse, the digital era has cultivated a generation of introverts lacking in social skills.” TGI Friday’s is a 45-year old heritage brand that has managed to stay relevant despite intensive competition by constantly reinventing itself. “Our outlets are revitalised periodically with the addition of fresh elements while retaining the old school charm,” Reddy claims. “We strive to raise the Brand Equity Volume 2, 2010 39 bar at regular intervals by introducing new food items, changing the décor, retraining our staff, and creating innovative merchandising.” CWR is surely on the fast-track in expanding TGI Friday’s with the Group looking at opening fi ve outlets in Malaysia and three more in Singapore. There are also plans to penetrate markets like Indonesia in the near future. Meanwhile, Reddy continues working round the clock and staying calm despite the pressures of the job. The scars may not be visible – but keeping his fi ngers on the pulse of the F&B industry obviously keeps the man ticking. For Reddy and his team, it’s business as usual at TGI Friday’s. And they keep working like everyday is a Friday.
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