Suit: Evesham TGI Friday's overcharged for drinks

A South Jersey law firm has accused TGI Friday's of manipulating customers into buying overpriced drinks through "menu engineering."

In three class-action suits, Sander Friedman and Associates seeks payments of $100 per beverage for customers who ordered beer, soda or mixed drinks at the restaurant chain. Eligible drinks are those that appear on the restaurant's menus "without a disclosed price," says the Berlin Township firm.

If successful, the suits could run up a tab of more than $5 million, according to court papers filed by an attorney for TGI Friday's. The Texas-based chain denies the allegations, calling them "without merit."

The suits claim TGI Friday's menus include prices for all food items but deliberately exclude beverage costs. It says this allows the restaurants to sell drinks at prices above a customer's expectations, describing some charges as "slightly excessive" and others as "grossly excessive."

In some cases, one lawsuit asserts, TGI Friday's charges different prices for the same drink "depending on where in the restaurant the beverage is ordered."

That lawsuit contends TGI Friday's pursues "the deliberate and strategic construction of menus to exploit consumer psychology and manipulate customer perceptions. Nothing is left to chance, including the manner in which prices are presented."

The suit, brought on behalf of Michael Grace of Somerdale, contends he ordered a mixed drink at a TGI Friday's in Evesham and learned only after consuming it that the price was "a staggering $10.39."

In a statement Tuesday, TGI Friday's said it is "committed to delivering a great experience to every guest at fair and competitive prices." It vowed to "vigorously defend these allegations," but declined additional comment.

Grace's suit, filed Oct. 7 in state Superior Court in Mount Holly, was moved last week to federal court in Camden. It seeks to cover patrons who ordered beverages after July 14, when TGI Friday's, with 34 outlets in New Jersey — including Cherry Hill, Washington Township, Mount Laurel and Burlington Township — was acquired by Sentinel Capital Partners and TriArtisan Partners.

Among other claims, the suit seeks triple damages and legal fees under the state's Consumer Fraud Act.

Attorneys for the two sides could not be reached Monday.

Two related lawsuits, filed previously in state court in Mount Holly, seek payments for purchases made under the chain's previous ownership, Carlson Worldwide Restaurants Inc., and from franchisee South Jersey Pubs Inc.

Those suits were filed on behalf of TGI Friday's patrons Debra Dugan and Robert Cameron, according to court records.

Reach Jim Walsh at jwalsh@courierpostonline.com or (856) 486-2646. Follow him on Twitter @jimwalsh_cp.