Brinker International CEO credits Chili's growth to marketing strategies

Core Insights - Brinker International has significantly increased its marketing budget from $32 million three years ago to $137 million in the most recent fiscal year, which has positively impacted business performance [1] - The company reported strong earnings and revenue, with Chili's same-store sales rising by 23.7%, leading to an increase in the full-year forecast [1] - Social media influencers have played a crucial role in driving traffic to Chili's, with a mix of paid endorsements and organic customer posts contributing to the brand's visibility [2] Marketing Strategy - The refortification of marketing budgets has allowed the company to effectively promote its restaurant brands [1] - The use of social media influencers has been beneficial, providing them with creative freedom in advertising [2] Product Offering - The standardization of Chili's $10.99 value meal across various U.S. markets has been well-received by customers, eliminating the need for coupons or apps [3] Cost Management - The company is leveraging growth to address rising labor and goods costs, emphasizing that cost-cutting alone is insufficient to maintain margins in the current inflationary environment [4] - Investments in improving locations, food quality, and labor are starting to yield positive results, allowing the company to enhance margins [4]