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TGI Fridays’ first-ever game collaboration will revive the brand and its menu items in the world-renowned mobile game ‘Cooking Fever’
Game developer and publisher Nordcurrent has announced a licensing partnership with the global restaurant chain TGI Fridays, bringing the iconic restaurant out of the kitchen and in front of 10 million monthly active users in its cooking simulation mobile game ‘Cooking Fever’.
The partnership, officially launching this week, will include a playable TGI Fridays restaurant with nearly 100 branded elements, including menu, interior, kitchenware, and exterior. The collaboration will continue throughout 2024 as there will be various activities, contests, and cross-promotions both for players of Cooking Fever and visitors of TGI Fridays. During the first two weeks after launch, TGI Fridays restaurant in Cooking Fever was experienced more than 4 million times.
Cooking Fever has over 400 million downloads worldwide and is one of the most popular restaurant simulation games. According to Victoria Trofimova, CEO of Nordcurrent, licencing partnerships is a great way for real-world restaurants to extend their experience into the digital realm. Trofimova anticipates multifold benefits of the partnership with TGI Fridays.
“We value the opportunity to introduce a beloved restaurant brand, present in more than 60 countries, to gaming enthusiasts, and strengthen TGI Friday’s brand awareness. Also, the collaboration is going to reinforce‘Cooking Fever’s’ position as a leading game in the simulation game industry, setting new standards for culinary-themed gaming experiences.”
“This is the first time TGI Fridays has partnered with a video games company.The collaboration between Nordcurrent and TGI Fridays extends our brand into the digital realm, offering a meticulously crafted virtual representation of our iconic restaurant. TGI anticipates a mutually beneficial partnership that expands our reach, enhances brand recognition, and contributes to the ongoing success of our global restaurant chain,” said Kathleen Schloth, SVP & Chief Supply Chain Officer at TGI Fridays.
With the mobile game industry growing by around 5% to 10% each year, licensing deals as such have opened valuable channels for brands to reach and engage with audiences in a new way. Furthermore, access to games and time spent gaming is increasing, especially among mature age groups, which strengthens its appeal as an effective alternative communication channel. Compared to TV and social networks, games deliver a more interactive experience, which also suggests a stronger impact on consumer awareness and a greater interest in the brand.
Trofimova concludes that eating and dining has always been a social activity complimented with rituals, roles, instruments and rules that followed the evolution of humanity. Therefore, it is quite natural that restaurants and food brands experiment with extending their consumption experiences in interactive virtual environments, when those are becoming a part of daily lives.
