The partnership grants Devolli Group exclusive rights to sub-franchise the brand within the three targeted countries, aiming to replicate the company's signature bar-centric dining model in one of Europe’s fastest-growing tourism regions. This move aligns with the brand's 1-2-3 Strategic Vision, which targets a global footprint of more than 1,000 locations by 2030.

Phil Broad, Global President of TGI Fridays, noted that the region’s hospitality-focused culture makes it a natural fit for the brand’s growth. Blerim Devolli, President of Devolli Group, emphasized that the collaboration is part of a broader commitment to introduce international business concepts and create local employment opportunities. The expansion adds to a robust development pipeline that has seen the restaurant chain sign agreements in Kenya, the Maldives, and several European markets over the past nine months, adding 150 units to its global portfolio.