Douglas Comings on advertising strategy
From Brinker CEO on Chili's strength and growth strategy · · CNBC Television
“We've certainly invested in the fun atmosphere in our restaurants and then we've turned on advertising, this industry leading value that we had before I got here as CEO, but now we're telling customers about it, and its industry leading value not just in terms of a hot price point but the quality of the food is really good.”
On , Douglas Comings, Senior Vice President and Chief Operating Officer for Chili's Grill & Bar at BRINKER INTL INC, spoke about advertising 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.