“Thank God It’s Friday!” was the place where we enjoyed the liberation of the week. It was a place that excited us with cheerful service from staff in red and white striped uniforms and exotic food. This is the story of ‘TGI Fridays.’ However, recently, news broke that TGI, which symbolized those joyful Fridays, has filed for bankruptcy. It feels as if a page of cherished memories has been torn away. Today, using TGI’s news as a starting point, we will embark on a long journey through time, from the birth of the ‘family restaurant’ that shared special moments in our lives to its transformations.
# The Beginning of Excitement: The Birth of ‘Family Restaurants’
Do you remember the 1980s and 90s when the very word ‘dining out’ was special? It was a place you could only visit by driving a bit further. Upon entering, you were greeted by staff saying hello in English, lively pop songs playing, and an array of fascinating foods you had never seen before. That was the family restaurant.
Starting with ‘Coco’s’ in 1988, ‘TGI Fridays,’ ‘Outback Steakhouse,’ and ‘Benihana’ opened one after another. These places were not just spaces to eat; they were venues to experience Western culture, a ‘desired space’ you could only visit on special occasions like birthdays or graduations. Back when having a telecom card meant a 50% discount, they were the top choice for meeting friends.
# Why Did the ‘Fridays’ That Seemed Eternal Fade Away?
The era of family restaurants, which seemed eternal, began to wane in the 2010s. TGI’s bankruptcy was a symbolic event marking the end of that era. What drove them to crisis?
## The World Changed, but Restaurants Stayed the Same
- The Meaning of ‘Family’ Changed: Although ‘family’ customers were the focus, society quickly shifted to a one-person household model. Eating alone in places primarily offering 3-4 person set menus became quite burdensome.
- The Era of ‘Hot Restaurants’ Began: In the past, family restaurants were synonymous with ’exotic flavors,’ but the world has changed. Information about restaurants worldwide is now shared in real-time through social media, and unique small eateries have sprung up in every alley. Standardized menus and interiors are no longer appealing.
- An Ambiguous Position: Consumers have started to turn to cost-effective ‘fast casual’ options or ‘premium dining’ experiences. The ‘ambiguous’ prices and services of family restaurants lost their place.
The COVID-19 pandemic poured fuel on the fire of these changes. As dining out decreased and delivery culture spread, the burden of maintaining large spaces and many staff members in family restaurants grew exponentially, and ultimately, TGI could not withstand that weight and collapsed.
# Dreaming of a New ‘Dining’ Amidst the Waves of Change
Of course, not all family restaurants are on the same path. Some, like ‘Outback,’ have overcome the crisis with a ‘premiumization’ strategy by using fresh meat instead of frozen and developing luxurious signature dishes. This shows that how one adapts to the changes of the times is key to survival.
The exit of TGI Fridays signifies the end of an era while heralding the beginning of a new one. We no longer dine within fixed frameworks. We can enjoy meals alone, with a partner, or even with friends connected online.
Although our joyful ‘Fridays’ may fade into memories, the laughter and stories shared there will remain in our hearts, adding excitement to our steps as we seek out new ‘hot restaurants.’ What was your favorite family restaurant in your memories?