T.G.I. Friday’s restaurants are adding more choice, recognition, and surprises to the chain’s Give Me More Stripes loyalty program.

Based on recent research and guest feedback on more than 300 potential features and benefits, Friday’s is refreshing the loyalty program for its millions of Stripes members, offering more rewards, faster, while retaining several of the program’s most popular benefits.

“With the new reward structure, upgraded and increased program benefits, and added ’surprise and delight’ guest experiences, we are helping our valued Give Me More Stripes members earn and redeem Stripes faster,” says Trey Hall, chief marketing officer of Friday’s. “The enhanced program also serves as an important element of our commitment to remain the casual dining restaurant of choice for guests worldwide.”

Guests can now join the free program by visiting GiveMeMoreStripes.com, or can text “JOIN” to 698443 and, in seconds, become a Stripes member and get a new account number. Customers can also join in any restaurant on the jukebox interactive touch screen, or at the table with a sign-up form.

Members earn one Stripe for every $1 spent. Previously, members automatically received an $8 food reward for 100 Stripes earned. With the newly updated program, members now have more choice and flexibility in redeeming their Stripes. Now there are five different rewards to redeem with Stripes. For example:

  • 50 Stripes = Free dessert
  • 80 Stripes = Free sandwich or burger
  • 100 Stripes = $8 food reward (existing reward)
  • 100 Stripes = Free seafood or chicken entree (not including Jack Daniels, combos or premium items)
  • 150 Stripes = Free steak or ribs entree (not including Jack Daniels, combos or premium items)

This new reward structure allows members to redeem Stripes at a faster rate. Members can earn rewards in as little as one or two meals. In addition, members can now also redeem Stripes anytime instead of waiting for an email certificate when 100 Stripes are earned. All the new rewards are valid for 60 days, giving members double the previous time to redeem the reward.

On top of this, to recognize its greatest fans, Friday’s will sprinkle in a few surprises for Stripes members throughout the year. This treat could be an appetizer, dessert or other delicious small plate. And, after every three visits, members will receive a Jump the Line Pass, allowing them to skip to the front of the line and get immediate seating. They also receive member-only offers and invitations to exclusive events, like food/beverage tastings and menu previews.

At the same time, members of the Stripes program will also receive:

  • Free membership
  • Earn one Stripe for every $1 spent on food
  • Free appetizer or dessert AND a Jump the Line Pass just for joining (sent via email)
  • Free dessert with an entree purchase during birthday month
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