TGI Fridays recently introduced a new endless appetizer promotion, and that has one restaurant analyst nervous about the risky move having a ripple effect across the already challenged industry.
In its latest bid to boost business, the restaurant chain is offering all-you-can-eat appetizers for $10 per person. Diners can choose one appetizer from the menu and get unlimited servings.
"The thing that makes me nervous about a promotion like that is there's always a ripple effect, typically, especially if something really proves to be successful," Wunderlich Securities' Robert Derrington told CNBC's "Street Signs."
"Those brands that typically don't do as aggressive a promotion feel as though they may have to respond. ... Time will tell."