Kevin Hochman on marketing excellence
From Brinker International CEO on marketing success: It's relevant to people's lives and it's working · · CNBC Television
“We have the best marketing team in the entire world. These guys just got honored by AD Age for the brand of the year, not just in restaurants but across every industry.”
On , Kevin Hochman, President, Chief Executive Officer & Director at BRINKER INTL INC, spoke about marketing excellence during Brinker International CEO on marketing success: It's relevant to people's lives and it's working on CNBC Television.
About Kevin Hochman
Kevin Hochman, president and CEO of Brinker International, has described the company's recent performance as part of a "turnaround" for the Chili's brand, which he said is in its "early to mid innings." He attributed strong same-store sales growth—including a reported 31% increase in one quarter—to a focus on "the fundamentals of casual dining," such as food quality, service, and atmosphere. Hochman stated that the company increased its marketing budget from $32 million to $137 million over three years and credited the marketing team, which he said was named "brand of the year" by Ad Age, for making Chili's "relevant again." He noted that a TikTok campaign featuring the "Triple Dipper" appetizer drove an 80% increase in sales of that item and helped introduce the brand to a new generation. Hochman has emphasized a strategy of "ruthless simplification," including a 25% reduction in the menu over two years, which he said reduces complexity for staff and improves consistency. He highlighted the introduction of the "Big Smasher" burger at a $10.99 price point, which he said was developed in response to consumer complaints about fast-food prices. Hochman stated that the company maintains a "barbell strategy" on pricing, offering both value options like a $6 margarita and premium items. He said average unit volumes at Chili's grew from $2.9 million to $4.2 million during his tenure, and that restaurant operating margins improved from 12% to 18%. Looking ahead, Hochman said the company plans to begin a "Reimage" program to update older restaurants and expressed interest in building new Chili's locations in states where the chain is currently absent, such as Oregon.