TGI Friday’s may have a reputation as a casual restaurant and watering hole, but its messaging to customers was hardly conversational.

The well-known chain sent out regular blasts through traditional broad-reach media and, more recently, social media, yet it increasingly wanted to re-create the banter that happens organically when regulars belly up to the bar.To read this article in full or to leave a comment, please click here(Insider Story)

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