Chili's is working to restore its brand image and relevance among customers, particularly those who haven't visited in over a decade. George Felix, the chief marketing officer, faces the challenge of reminding patrons why they loved the restaurant initially. There is a sense of nostalgia for the brand, although many consumers are drawn to newer dining experiences they perceive as higher quality. The current casual dining landscape highlights shifting preferences, with patrons opting for alternatives perceived as better than major chains.
"I looked at the challenge as: How do we make Chili's relevant again?" This highlights the focus on revitalizing the brand to attract past customers and new diners alike.
"They'd all smile and be like, 'Oh, man, I love Chili's!' But then they'd say, 'I haven't been there in 10 or 15 years.'" This emphasizes the nostalgic fondness juxtaposed with the lack of recent patronage.
"The world is full of better restaurants... Restaurants that are not big chains running their food through conveyor-belt ovens..." This reflects changing consumer preferences and perceptions about dining experiences.
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