Douglas Comings on pricing strategy
From Brinker CEO on Chili's strength and growth strategy · · CNBC Television
“The Big Smasher Burgerality is $10.99. It's similar to a Big Mac but at a very hot price point and that comes with not just fries but unlimited drink and chips and salsa. We're going to provide the industry leading value, service levels we think are unbeatable in the industry, and we're going to continue to win.”
On , Douglas Comings, Senior Vice President and Chief Operating Officer for Chili's Grill & Bar at BRINKER INTL INC, spoke about pricing strategy during Brinker CEO on Chili's strength and growth strategy on CNBC Television.
About Douglas Comings
Douglas Comings, Senior Vice President and Chief Operating Officer for Chili's Grill & Bar at Brinker International, has been involved in the company's recent strategic initiatives. In October 2024, Brinker CEO Kevin Hochman discussed Chili's performance, noting that comparable sales grew 13.5% in the most recent quarter. Hochman attributed this to investments in the guest experience, better service levels, and menu tightening. He also mentioned the company's use of TikTok to reach new customers and the introduction of value-oriented menu items such as the $10.99 Three For Me lunch menu and a $6 margarita. Hochman stated that the company aims to meet a range of guest needs, from value to premium options. In September 2023, Hochman described the company's turnaround as "well underway," with a focus on reinvesting $55 to $60 million in advertising to drive traffic. He emphasized a strategy of simplifying operations by listening to restaurant teams and implementing their ideas to improve the guest experience and profitability. Hochman noted that the company is focused on improving restaurant operating margins and managing labor, and that regardless of macroeconomic conditions, the priority is to provide the best possible guest experience to win market share.