George Felix on pricing strategy
From Brinker CEO: Falling restaurant traffic offset by sales jump · · Yahoo Finance
“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.”
On , George Felix, Senior Vice President and Chief Marketing Officer of Chili's Grill & Bar at BRINKER INTL INC, spoke about pricing strategy during Brinker CEO: Falling restaurant traffic offset by sales jump on Yahoo Finance.
About George Felix
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.