TGI Fridays has signed a franchise development agreement with Devolli Group, one of Southeast Europe's largest privately held conglomerates, to open 10 restaurants across Kosovo, Albania, and North Macedonia — the brand's first entry into the Balkans. The deal also grants Devolli exclusive sub-franchising rights across the three markets, creating a platform for broader regional growth beyond the initial 10 locations.
Why the Balkans Now
The agreement is the latest move under TGI Fridays' "1-2-3 Strategic Vision," which targets more than 1,000 open restaurants worldwide by 2030. Over the past nine months, the Dallas-based casual dining brand has signed development deals covering Kenya, the Maldives, Peru, Japan, Mexico, the Philippines, Greece, Cyprus, and Spain — adding more than 150 restaurants to its global pipeline in that window alone. The Balkans entry extends an already active European presence that includes established operations in Greece, Cyprus, Spain, Norway, and the United Kingdom.
For franchise operators watching casual dining's international expansion, the structure of the Devolli deal reflects a recurring pattern in TGI Fridays' playbook: pairing with a dominant, diversified local operator that brings real estate access, supply chain depth, and regional credibility. Devolli Group spans manufacturing, food and beverage production, hospitality, retail, and real estate across multiple markets in Southeast Europe — a profile that reduces operational friction in markets where brand awareness is still being built.
Operator and Market Implications
Phil Broad, Global President of TGI Fridays, pointed to the region's alignment with the brand's core identity: "The Balkans represent one of Europe's most exciting growth opportunities, combining entrepreneurial energy, a thriving hospitality sector and a culture that values gathering around the table."
Blerim Devolli, President of Devolli Group, framed the partnership as a long-term investment in regional hospitality infrastructure, citing talent development and community impact alongside the consumer-facing dining experience.
For the broader foodservice industry, Southeast Europe represents a compelling frontier. Tourism across Kosovo, Albania, and North Macedonia has expanded alongside rising international investment and modern retail development, creating consumer demand for globally recognized dining concepts. The sub-franchising rights Devolli secured give the partnership structural flexibility to scale well beyond 10 units if early locations perform, a detail that distinguishes this deal from a straightforward multi-unit franchise agreement.
Those tracking global franchise development trends in hospitality will note that TGI Fridays continues to lean into its franchise-first model as its primary growth engine, supported by operational hubs in Dallas, Dubai, and London. With more than 150 pipeline units added in under a year, the brand's international momentum appears durable heading into the second half of the decade.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
