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