The deal grants Devolli Group exclusive rights to sub-franchise the brand within the three countries, aiming to replicate the company’s signature bar-focused dining experience in a region known for its hospitality culture. This move is a key component of the brand’s 1-2-3 Strategic Vision, which seeks to reach over 1,000 global locations by 2030. Phil Broad, Global President of TGI Fridays, stated that the group’s entrepreneurial energy aligns with the brand's core values, while Blerim Devolli, President of Devolli Group, emphasized the potential for local talent development and regional economic growth.

This expansion follows a period of rapid international growth for the chain, which has added over 150 restaurants to its development pipeline in the last nine months alone. By entering the Balkans, the company strengthens its existing European presence, which already includes operations in Greece, Cyprus, Spain, and the United Kingdom. The move reflects a broader trend of high-potential market penetration through partnerships with experienced local operators, rather than direct ownership.