The Las Vegas Push

TGI Fridays has signed a development agreement with LVP Food Service Concepts, LLC — an entity of LV Petroleum — to open five restaurants across the Las Vegas market over the next three years. The deal grants LVP Food Service Concepts exclusive rights to the market and covers both traditional dining locations and non-traditional venues including hotels and casinos, a footprint well-suited to Las Vegas's hospitality-driven economy.

The agreement is the brand's second domestic franchise deal in roughly three months. TGI Fridays inked a similar multi-unit pact with Bliss Bites to develop locations in New York earlier this year, signaling an accelerating push to rebuild its U.S. restaurant count through franchisee-led growth.

Fridays' 1,000-Unit Ambition

Both deals feed into what TGI Fridays calls its "1-2-3 Strategic Vision," a growth plan targeting more than 1,000 units and $2 billion in annual revenue by 2030. The brand currently operates nearly 400 restaurants across almost 40 countries. Reaching that unit threshold will require a sustained pipeline of multi-unit operators with regional depth — exactly the profile LVP Food Service Concepts brings to the table.

"What two entities are as synonymous with celebration as TGI Fridays and Las Vegas?" said Ashley Kirkley, Chief Operating Officer of TGI Fridays. "LVP Food Service Concepts' history of partnering with America's favorite brands makes them the ideal partner to bring TGI Fridays back to Las Vegas, a market they know better than anyone."

LV Petroleum is a Las Vegas-headquartered operator with over 84 travel center locations, 180 quick-service restaurants, and 30 convenience stores across the United States. The company manages more than 30 franchise brands — including Arby's, Bojangles, Dunkin', and Starbucks — giving it significant infrastructure and supply-chain experience to support a casual-dining expansion in its home market.

Operator Implications

For franchisees and multi-unit operators watching the casual dining segment, the Las Vegas deal illustrates how TGI Fridays is prioritizing partners with proven regional operating scale rather than single-unit entrants. Jeanette L. Davis, Senior Vice President of LV Petroleum, pointed to the brand's food and hospitality credentials as a key driver: "The Las Vegas restaurant landscape needs well-known, accessible brands that provide guests with craveable food and bold flavors."

The casino and hotel channel represents a meaningful growth lever for casual dining operators in markets like Las Vegas, where captive tourism traffic can support higher unit volumes than traditional strip-mall locations. For TGI Fridays, non-traditional venue placement also diversifies revenue streams and reduces reliance on standalone real estate — a strategic consideration that aligns with broader franchise development trends in foodservice post-pandemic.

TGI Fridays is supported by global franchise hubs in Dallas, Dubai, and London. Operators interested in franchise opportunities can visit tgifridays.com/franchise.

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.