The group’s first virtual brand was created during the first lockdown of 2020, having “criminally good chicken” in every possible form as their leading product.

Its operational model was based on the expertise of the TGI Fridays teams, enriched with a fresh perspective and innovative products, such as Chicken Bombs — alternative hot dogs made with fried chicken as the main ingredient.

Drawing inspiration from the unprecedented lockdown everyone was experiencing at the time, this concept developed a humorous mindset, with digital media as its main communication channel. Key supporters of Jailbirds Chicken were of course those seeking a... flavorful escape.