Friday’s — in love with design again

There I was in the Shinagawa area of Tokyo, staring at an itinerary that would bring me and the rest of the traveling journalists in and around the capital — look at contemporary art, talk to Japanese artists and curators, and sample truly authentic Japanese cuisine. I was so looking forward to partaking of tofu poetically floating on a pond of miso, or manta ray chips pursued frantically by thin, cold sake. For an entire week. So, the day before the tour starts I head over to T.G.I.Friday’s near the hotel to get myself some Slider burgers, some tall, cool all-American drink, and simply imbibe the vibe — with the Ramones on rock ‘n’ roll radio, hey ho… let’s go!

A well-known restaurant such as Friday’s is like an oasis in a desert of strange: you know what you’d like to order, what kind of music they play, the general atmosphere of the place. And every Friday’s joint in the world exudes this iconic design cool (sports paraphernalia, Elvis and Marilyn, the staff sporting button pins and crazy, zany hats) — so, you know what day it feels like even on the blueness of a Monday or the anonymity of a Thursday. But change is afoot. Something’s cooking, and it’s not just those burly Jack Daniels burgers.

Back home in Manila, there’s the new, 140-seater branch at the third floor of Greenbelt 3 in Makati. It’s a Friday’s all right, but there’s a contemporary spin to it — open kitchen, sophisticated interiors, an outdoor bar, and minimalist decor.

“We’ve elevated the look of T.G.I.Friday’s,” explains Guia Abuel, Friday’s VP for operations. “(You’ve noticed the other branches have) this more nostalgic look. Here in Greenbelt, the lines are cleaner, and the look is upscale and more sophisticated to adapt to the times.” 

She adds that they’ve made quite a number of enhancements to the interiors to make the place as exciting as it was when they opened their first branch in the Philippines 20 years ago.

The first thing I noticed when I entered the Greenbelt branch, the brand’s 15th baby in the Philippines, is the phalanx of baseball bats painted with bold black images depicting the New York skyline. What a homerun of an idea. Baseball is big in the city celebrated in song by everyone from Lou Reed to the Ramones to Ryan Adams. “We had to bring in that decor from the US,” informs Lisa Ronquillo, Bistro Group AVP for marketing.

There’s a more judicious, minimalist look to this particular Friday’s; no longer can we call it the elegant clutter of old.

Another wall features a T.G.I.Friday’s timeline with photos that tell the story of the restaurant, including one dating back to 1965 (dig the first Friday’s in blue Manhattan, on the corner of 1st Avenue and 63rd Street). According to Ronquillo, they call it the Heritage Hall, which traces the journey of Allan Stillman who founded the concept in ’65.

The disc ceiling gives the place a contemporary mod appeal. Another eye candy for design enthusiasts is the combination of copper-spun or large bronze droplights with red decorative pendant lights matched with deep brown wooden spindles and balusters. One can get mildly full just by soaking in the décor details and colors since the palette has become broader: black, tan, red, white and lots of chrome.

U-shaped couches… check. Modernized signage and updated menu… double-check. A clear view of the kitchen, triple-check. Diners can see the magic happening right inside the restaurant’s nerve center, and I can now watch my Sliders coming into existence.

Why the need for a change, we ask Ronquillo.

“The crowd here is much younger — diners here are aged 20 to 30s,” she observes. “Along with a lot of expat also.” So there’s a need to recalibrate whatever imagery is presented to the usual customers. Atari games and Elvis must be of Jurassic ancientness to these kids who get their kicks from PlayStation4 and Miley memes or Bieber mug shots.

But the Promise Wall, according to Abuel, will be a constant. “In Here, It’s Always Friday,” as the restaurant mantra goes. “Yes, even if it’s a Monday,” she says with a laugh.

Monday, at the end of my Japanese tour, I found myself again in a Friday’s joint with my sister Jelly, this time in Shibuya. After a torrent of sushi and sashimi and exodus of sake, I took a bite out of a JD burger. 

What a blitzkrieg bop of meaty flavors.

* * *

T.G.I.Friday’s is set to mark its 20th year in the Philippines. For inquiries, call 950-9079 or follow the brand on Facebook (WE Love Fridays), Twitter and Instagram (@fridaysphil). You can also sign up at http://www.bistro.com.ph/.