Chili’s CMO promoted to translate winning playbook to Brinker’s other brand

Core Insights - Brinker International has promoted George Felix to executive vice president and CMO, overseeing marketing for both Chili's and Maggiano's Little Italy [1][2] - Felix's marketing strategy has successfully increased Chili's market share by focusing on value amidst rising fast food prices, contributing to a significant increase in Brinker's market capitalization from $1.3 billion to $6.25 billion during his tenure [3] Group 1: Leadership and Strategy - Felix will implement a "Back to Maggiano's" strategy to enhance brand positioning and execution for Maggiano's, which has seen a decline in comparable sales [2][5] - The promotion reflects confidence in Felix's ability to replicate his successful strategies from Chili's to Maggiano's, aiming to revitalize the latter's food, service, and atmosphere [5] Group 2: Marketing Approach - Under Felix's leadership, Chili's has adopted a value-oriented marketing strategy that resonates with consumers facing economic pressures, contrasting with the struggles of other restaurant categories [3] - Felix emphasizes a hands-on approach that extends beyond traditional marketing, integrating operations with marketing efforts to drive better ROI [6][7]