LONDON — Restaurant chain Fridays, which rebranded in the UK from TGI Fridays in 2020, has appointed Boldspace as its retained PR agency after a competitive pitch.

The brief will see Boldspace working for Fridays and its new sister cocktail bar and restaurant brand 63rd+1st, as well as parent company Hostmore, which listed on the London Stock Exchange in November 2021.

Fridays, which has 85 sites across the UK employing 4,000 people, as well as delivery and digital channels, was founded in New York in 1965 before coming to the UK in 1986.

Boldspace will provide consumer and corporate PR strategy, creative, content creation, and campaign execution, and track all activity through its data and analytics platform, BoldLens.

Fridays’ previous agency was Stripe Communications, which had been working with the brand since the start of 2020 on the six-figure account.

The account will be led by Boldspace co-founder Mike Robb and associate director Lou Kelly, reporting to Fridays chief marketing officer Dan Staples, who said: “We are a business with huge ambitions. With a focus on quality, relevance and simplicity we’re leveraging our unique heritage to make Fridays famous again. We needed an agency partner that was bold, energetic, and adaptable to deliver our plans for rapid change and innovation – and in Boldspace we know we have got just that.”

Robb added: “Fridays is a truly iconic brand with a rich heritage, but one that needs to do more than ever to stand out in an increasingly cluttered marketplace. Our brief is very squarely centred on making Fridays famous again, telling the world what the brand is about and why it is relevant to them today. We are hugely excited to be working with Dan and the team in the years ahead.”

Boldspace recently appointed Steph Bailey as chief communications officer from FleishmanHillard and Aivory Gaw as chief brand officer, taking the team to 28.