"George has proven that when you deeply understand your guests and stay relentlessly focused on what makes a brand special, extraordinary results follow. His leadership has shaped the entire guest experience and delivered sustainable results by making Chili's more relevant than ever."
"Since joining Chili's from Tinder in 2022, Felix has transformed the dine-in chain into a marketing powerhouse that has gained market share by attacking the rising prices of fast food rivals versus focusing on its traditional competitive set. The value-oriented strategy has resonated with consumers contending with economic pressures."
George Felix, Chili's Chief Marketing Officer, has been promoted to executive vice president and CMO for Brinker International, expanding his responsibilities to include Maggiano's Little Italy. Since joining Chili's from Tinder in 2022, Felix implemented a value-oriented marketing strategy that positioned the brand against rising fast-food prices rather than traditional competitors. This approach resonated with cost-conscious consumers and drove significant growth, with Brinker's market capitalization increasing from $1.3 billion to $6.25 billion. Chili's achieved 8.6% comparable sales growth year-over-year, while Maggiano's declined 2.4%. Felix will now lead the Back to Maggiano's initiative to revitalize that brand's food, service, and atmosphere, replicating his successful Chili's playbook.
#executive-promotion #marketing-strategy #value-positioning #restaurant-industry #brand-revitalization
Read at www.marketingdive.com
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