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Casual dining chains such as Applebee鈥檚 and TGI Friday鈥檚 were once ubiquitous in the United States. However, the middle-class restaurant is fading fast. TGI Friday鈥檚 has filed for bankruptcy, while Applebee鈥檚 has shuttered dozens of locations. Rising costs have contributed to the struggles of these chains, but their generic branding fails to resonate in an era where authenticity matters. Millennials, in particular, demand authenticity, according to Associate Professor Daphne Demetry. 鈥淚 can鈥檛 think of anything more inauthentic than TGI Fridays,鈥� Demetry says.