Brinker International, Inc. and its subsidiaries (Brinker) own, develop, operate and franchise the Chili’s Grill & Bar (‘Chili’s’) and Maggiano’s Little Italy (‘Maggiano’s’) restaurant brands.
Restaurant Brands
Chili’s Grill & Bar
Chili’s is a recognized leader in the casual dining industry and the flagship brand of Dallas-based Brinker International, Inc. Chili’s has been operating restaurants for over 50 years and enjoys a global presence with restaurants in the United States, 27 other coun...
Brinker International, Inc. and its subsidiaries (Brinker) own, develop, operate and franchise the Chili’s Grill & Bar (‘Chili’s’) and Maggiano’s Little Italy (‘Maggiano’s’) restaurant brands.
Restaurant Brands
Chili’s Grill & Bar
Chili’s is a recognized leader in the casual dining industry and the flagship brand of Dallas-based Brinker International, Inc. Chili’s has been operating restaurants for over 50 years and enjoys a global presence with restaurants in the United States, 27 other countries and two United States territories. Whether domestic or international, or franchised, Chili’s is dedicated to delivering delicious and craveable food with value-centric offerings such as ‘3 for Me’, as well as dining experiences in a vibrant atmosphere intended to make everyone feel special.
The company’s menu features bold, Southwest inspired American favorites, and Chili’s has built a reputation for big mouth burgers, sizzling fajitas, crispy Chicken Crispers, hand-shaken margaritas, and the social-media-famous Triple Dipper. The company’s focus on these five core equities, simplifying its menu, being intentional about the company’s fun laid-back Chilihead culture, and maintaining the company’s strong Chilihead hospitality allow Chili’s to differentiate its high-quality food and service from other casual dining restaurants.
Maggiano’s Little Italy
Maggiano’s is a full-service, national, polished casual restaurant brand offering Italian-American cuisine. With a passion for making people feel special, the brand is known for catering to special occasions and large parties. Each Maggiano’s location is uniquely designed and features open dining rooms with fresh flowers, warm carpets and soft lighting, and most locations feature designated banquet facilities and all offer catering for large parties at homes or local businesses. The company’s full carryout menu is also available for pick up or delivered through third-party delivery providers. Each Maggiano’s has an executive chef preparing authentic recipes from scratch ingredients. Dishes are served in abundant portions both à la carte and family style. Maggiano’s offers a full range of lunch and dinner options, complimented by a premium wine list and handcrafted cocktails.
Business Strategy
Chili’s
The company’s strategy is to make everyone feel special through a fun atmosphere, delicious food and drinks, and Chilihead hospitality. The company is making work at Chili’s easier, more fun and more rewarding for the company’s team members so that they are more engaged and provide a better experience for the company’s guests. One way the company has done this is by eliminating tasks that were unnecessary and did not add value to the company’s guests. The company has also simplified its menu to focus on core equities that can help grow sales—burgers, fajitas, Chicken Crispers, margaritas, and the Triple Dipper. The company’s team members can make its core menu items better and more consistently because the company has fewer menu items that need to be perfected.
The company is improving its hospitality by scheduling more team members per shift to serve the company’s guests and by improving systems and technology that can help with the company’s order accuracy and guest experience. Another priority is having clean and well-maintained restaurants that provide an inviting atmosphere for team members to work and guests to dine.
The company has a flexible platform of value offerings at both lunch and dinner that is compelling to the company’s guests. The company’s ‘3 for Me’ platform allows guests to enjoy a non-alcoholic drink, an appetizer and certain entrées.
In addition, Chili’s has focused on a seamless digital experience as the company’s guests’ preferences and expectations around dining convenience have evolved in recent years. Investments in the company’s technology and off-premise options have enabled the company to provide a faster, more convenient dine-in experience and to offer more To-Go and delivery options for the company’s guests. The company’s To-Go menu is available through the Chili’s mobile app, chilis.com, the company’s delivery partners DoorDash, Uber Eats and Grubhub, Google Food Ordering or by calling the restaurant directly.
In dining rooms, the company uses tabletop devices with functionality for guests to pay at the table, provide guest feedback and interact with the company’s My Chili’s program. The company’s My Chili’s program offers free chips and salsa or a non-alcoholic beverage to members any time they visit its restaurants and allows the company to communicate and advertise to the company’s guests through email and text. The company’s servers use handheld tablets to place orders for its guests, increasing the efficiency of the company’s team members and allowing orders to reach the company’s kitchen quicker for better service to the company’s guests.
Maggiano’s Little Italy
At Maggiano’s, the company is focused on making its guests feel special. This warm and generous hospitality creates an environment where guests come together to celebrate birthdays, weddings and many more special occasions. While the company’s dining rooms support the majority of the company’s business, the company also offers carry-out and delivery options through partnerships with delivery service providers that have made the company’s restaurants more accessible to guests. The company’s restaurants also have banquet rooms, a profitable revenue channel, to host large special events, particularly during the holiday season in the second and third quarters of the fiscal year.
Company Development
During fiscal 2025, the company continued to develop its restaurant brands domestically through the opening of new company-owned restaurants in strategically desirable markets. The company concentrates on development within certain identified markets that are most likely to improve the company’s competitive position and achieve the desired level of market share, profitability, and return on invested capital. The company’s domestic expansion efforts focus not only on major metropolitan areas in the United States but also in smaller market areas and partnerships with franchisees to enter non-traditional locations (such as airports) that can adequately support the company’s restaurant brands.
Franchise Development
The company pursues expansion through the development of the company’s franchisees.
International Franchises
The company’s international growth is driven by development agreements with new and existing franchise partners. This growth introduces Chili’s to new countries and expands the brand within the company’s existing markets. As of June 25, 2025, the company had 18 active development arrangements. The company plans to strategically pursue expansion of Chili’s internationally in areas where the company sees the most growth opportunities.
Restaurant Management
The company’s Chili’s and Maggiano’s brands have separate designated teams who support each brand, including operations, brand recruiting, finance, marketing, culinary innovation and franchise. These strategic, brand-focused teams foster the identities of the individual and uniquely positioned brands. To maximize efficiencies, brands continue to utilize common and shared infrastructure, including among other services, information technology, human capital management, accounting, legal, purchasing, and restaurant development.
The company strives to provide consistent quality standards in its brands through the issuance of operational manuals covering all elements of operations and food and beverage manuals, which provide guidance for preparation of brand-formulated recipes. Routine restaurant visits by Regional Management and brand and executive leadership enforce strict adherence to the company’s overall brand standards and operating procedures and also create an opportunity to capture and act on feedback so the company continues to improve. Each brand is responsible for maintaining their operational training program. Depending on the brand, the training program typically includes a training period of two to three months for restaurant management trainees, as well as special training for high-potential team members and managers. The company also provides recurring management training for managers and supervisors to improve effectiveness or prepare them for more responsibility.
Advertising and Marketing
Chili’s primary focus for developing menu innovation and targeting the company’s digital advertising and loyalty program direct promotions are Millennial families and Gen Z – both of which desire quality food, abundant value and a service experience that allows them to connect with family and friends.
The company’s domestic Chili’s franchise agreements generally require advertising contributions to the company by the franchisees. The company uses these contributions, in conjunction with company funds, for the purpose of retaining advertising agencies, obtaining consumer insights, developing and producing brand-specific creative materials and purchasing national or regional media to meet the brand’s strategies. Some franchisees also spend additional amounts on local advertising. Any such local advertising is required to be approved by the company.
Maggiano’s primarily targets guests from affluent households who live and work around the higher-end malls where the majority of Maggiano’s restaurants are located. Maggiano’s relies on digital marketing, direct marketing, social media and word of mouth to advertise.
Seasonality
The company’s business has historically been seasonal and experienced fluctuation in sales volume during the fiscal year (year ended June 2025). The highest sales are generally observed during the winter and the spring months, whereas the summer and the fall months are accompanied with lower sales. Moreover, factors such as inclement weather conditions, natural disasters, and timing of holidays tend to impact this seasonality by region.
Trademarks
The company has registered, among other marks, ‘Brinker International’, ‘Chili’s’ and ‘Maggiano’s’ as trademarks with the United States Patent and Trademark Office.
History
Brinker International, Inc. was founded in 1975. The company was incorporated under the laws of the state of Delaware in 1983.