Senior Vice President and Chief Marketing Officer of Chili's Grill & Bar, Brinker Intl
Search every verified George Felix interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. George Felix, Senior Vice President and Chief Marketing Officer of Chili's Grill & Bar at Brinker International, has been involved in the company's recent marketing and operational strategy. In September 2023, Brinker International CEO Kevin Hochman discussed the company's turnaround, noting that the company planned to reinvest $55 to $60 million in advertising in fiscal year 2024 to drive traffic. Hochman described the company's pricing approach as a "barbell strategy," offering items such as a $10.99 complete meal and a $6 Margarita of the month to appeal to different spending levels Mend. He stated that getting back on television allowed Chili's to reach younger guests with these value messages. Hochman also outlined the company's approach to improving operations by listening to restaurant teams and deploying their ideas quarterly. He said that the company's focus on improving guest experience, growing restaurant operating margins, and managing costs was key to building a stronger business and keeping activist investors at bay. Felix, as chief marketing officer, would be responsible for executing the advertising and value messaging strategies described by Hochman.
“We're excited our turnaround is well underway. We're seeing guest metrics significantly improve and laying down investments into the business to start growing that traffic. Fiscal year 24 is going to be all about reinvesting back into the business to drive traffic with 55 to 60 million dollars incremental in advertisin...”
“People coming to the restaurants are excited to pay more; they're buying bigger bundles and more drinks. Dining room traffic is much more profitable than off-premise, and we're seeing that experiential spending continue to be valued.”
“We call our pricing approach a barbell strategy: ensuring unbeatable value for all customers, from the $10.99 complete meal to the $6 Margarita of the month. This range allows us to win in this environment by appealing to different spending levels.”
“Our approach to improving operations is to listen to restaurant teams and deploy their ideas quarterly to make their jobs easier and more rewarding. Simplification is our new way of doing business, and it’s driving excitement among our managers.”
Brinker International (EAT), the parent company of restaurants Chili's and Maggiano's Little Italy, tops its fourth-quarter earnings ...
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