BrinkerProfile.pdf - Chilis introduces numerous changes...

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Chili’s introduces numerous changes, clients are slow to react “Pumpkin Spice Margarita for $5 is this month’s special,” Matt Hopcroff, a bartender at the Chili’s in the Preston Valley Shopping Center in Dallas, said as he made a sour face to convince the customer to order anything except that. “It left an aftertaste for about 30 minutes.” Across from him, six white-haired men lined the bar with only one acceptable drink to accompany Monday Night Football: beer. The monthly special did nothing except make them chuckle. In Chili’s recent efforts to entice new customers and excite existing customers, the brand has introduced many new promotions, one of which is a monthly $5 seasonal Margarita offered anytime. But this isn’t the only promotion that might lack appeal to its regular clients. The fast-casual restaurant chain has struggled over the years in offering variety on the menu without sacrificing quality. The concept has been mirrored by TGI Fridays, Applebees, Dave and Busters and Cheesecake Factory, but Chili’s has yet to beat out the competition because there are too many other options for consumers. At the start of 2018, the casual dining chain implemented a four part strategy designed to “drive sustainable sales and traffic growth,” according to the fourth-quarter earnings call of Chili’s parent company, Brinker International. The strategy is focused fully on the guest experience: food quality, operational consistency, convenience, and the value proposition. The changes were numerous but subtle. The menu was reduced by 40% to allow kitchens to focus on perfecting the main offerings. Many of the items taken off the menu went unnoticed as the options still span many pages. Some clients still feel overwhelmed by the multitude of choices, but servers and
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  • Fall '18
  • VAMOS
  • journalism, Brinker International, Chili, Norman E. Brinker, Byron Houghton, Matt Hopcroff

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