Paul Ulloa

TGI Fridays


TGI Fridays Pt.1

TGI Fridays is a leader in fast casual dining. Their in-restaurant experience is second to none thanks to their bar heritage, unique food, and friendly atmosphere. At Rauxa, I helped Fridays take that experience online with two email campaigns and a homepage redesign.

Click here to see e-mail campaigns.



The objective for the Fridays homepage was to design a responsive layout that would improve SEO and increase engagement to Fridays promotions. We created a framework that allowed for promotions to have live text which was SEO friendly and scannable for new customers. By taking a mobile-first approach to design, we ensured a seamless experience across all devices. As customers scroll down, they see food photography, bold color, texture, and typography that embody the brand's spirit.



Since promotions change out frequently, it was important that new hero promos be treated differently. We gave the new homepage the ability to use video in the hero area. In one of our first rounds of presenting this concept we cut footage from several TGIF commercials to show how the addition of video could enhance taste appeal and increase the likelihood of engagement.

Click below to watch an early prototype of the site.



The responsive layout gave us a chance to create promo modules. Each module could be individually designed to it's content with the ability to customize background images and colors.

By adhering to the TGIF brand guidelines we created a look and feel that felt very "Fridays" while still offering variety as customers scrolled down the page.

From interactive tweets to event based specials, we showed how much range these modules could have.

Off to the side are some example modules we created.




Agency - Rauxa
Creative Director - John Avery
Sr. Art Director - Paul Ulloa
Copywriter - Matt Mckenna
UX - John Minardi
Year - 2017



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