Connected Digital Experiences Power VIP Engagement for TGI Fridays’ 63rd+1st Brand

Launching a new hospitality brand is about more than opening doors; it’s about building meaningful customer relationships from day one. For premium dining concepts, delivering a connected, personalized digital experience can play a critical role in driving loyalty and repeat visits.

TGI Fridays’ newest upscale cocktail bar and restaurant brand, 63rd+1st, wanted to launch quickly with a mobile-first experience that connected seamlessly to its existing Salesforce ecosystem. Customers needed the ability to manage profiles, preferences, and communications digitally, while the brand required a scalable platform to support VIP engagement, personalized incentives, and future growth.

With Marketing Cloud and Service Cloud already in place, the challenge was to extend the existing technology stack to support a new brand; without duplicating systems or disrupting ongoing operations.

Ascendion worked closely with TGI Fridays and Follow Analytics to design and deliver a branded customer portal using Salesforce Experience Cloud. Page structures were configured for registration, login, home, and profile management, creating a seamless digital experience for customers. A custom registration process allowed existing TGI Fridays contacts to easily join the 63rd+1st community, accelerating adoption from launch. 

The Experience Cloud portal was extended to a mobile application through integration with Follow Analytics, enabling rapid deployment across web and mobile channels and ensuring a consistent, connected experience. 

The existing Salesforce Marketing Cloud and Service Cloud setup was extended to support new customer journeys for the 63rd+1st brand. A dedicated Marketing Cloud business unit and a custom Preference Center were created to capture customer interests and enable personalized communications. Automated journeys supported sign-up, engagement, and VIP incentives, while distinguishing between 63rd+1st and TGI Fridays customer preferences using bespoke fields.