TGI Friday’s sued over drinks menu
A man charged $10.39 for a mixed drink at TGI Friday’s is suing the chain, claiming it deliberately failed to print the price of drinks on its menu to trick customers into paying more.
Michael Grace of New Jersey was charged a “staggering” $10.39 for a mixed drink at a New Jersey TGI Friday’s in September, a drink he said was offered for sale without a price.
In a complaint filed with the District Court of New Jersey, Grace claims that by failing to print the cost of the drink on its menu the chain is encouraging impulse purchases.
This, he claims, is allowing the chain to charge “slightly excessive prices on some drinks without losing sales” while “charging grossly excessive prices on other drinks,” according to court documents.
It accuses TGI Friday’s of “‘menu engineering’ – the deliberate and strategic construction of menus to exploit consumer psychology and manipulate customer perceptions”, claiming that Fridays is also “charging different prices for the same beverage depending on where in the restaurant the beverage is ordered.”
Marketing drinks without making its cost clear on its menu, the complaint claims, is a violation of the state’s Consumer Fraud Act.
It goes on to claim that anyone that has purchased a beer, soda or mixed drink from a New Jersey TGI Fridays from 14 July 2014 onwards is entitled to a $100 civil penalty, per drink purchased.
If successful, the case could prompt payouts of more than $5 million. However the Texas-based chain has denied the allegations and said it would “vigorously defend these allegations.”
A statement released by the chain said it was “committed to delivering a great experience to every guest at fair and competitive prices”.