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A lot of players in casual dining and

A lot of players in casual dining and

A lot of players in casual dining and Chili's was one of them. Forgot about

Chili's was one of them. Forgot about

Chili's was one of them. Forgot about why do people go out and if we don't

why do people go out and if we don't

why do people go out and if we don't deliver on that, why will we expect our

deliver on that, why will we expect our

deliver on that, why will we expect our business to grow? The restaurant

business to grow? The restaurant

business to grow? The restaurant industry has been struggling. 2024 had

industry has been struggling. 2024 had

industry has been struggling. 2024 had the highest number of bankruptcies since

the highest number of bankruptcies since

the highest number of bankruptcies since the pandemic. TGI Fridays filed for

the pandemic. TGI Fridays filed for

the pandemic. TGI Fridays filed for bankruptcy. Hooters is the latest casual

bankruptcy. Hooters is the latest casual

bankruptcy. Hooters is the latest casual restaurant chain to file for chapter 11

restaurant chain to file for chapter 11

restaurant chain to file for chapter 11 bankruptcy. It's not a Red Lobster. It

bankruptcy. It's not a Red Lobster. It

bankruptcy. It's not a Red Lobster. It has officially filed for bankruptcy. But

has officially filed for bankruptcy. But

has officially filed for bankruptcy. But on the flip side, Chelli is thriving.

on the flip side, Chelli is thriving.

on the flip side, Chelli is thriving. It's got more customers, more sales,

It's got more customers, more sales,

It's got more customers, more sales, more hype. This is so good. Chili's you

more hype. This is so good. Chili's you

more hype. This is so good. Chili's you popped off. And this man is the reason

popped off. And this man is the reason

popped off. And this man is the reason why. His name is Kevin Hawkman, and he's

why. His name is Kevin Hawkman, and he's

why. His name is Kevin Hawkman, and he's the CEO of Chili's. The Wall Street

the CEO of Chili's. The Wall Street

the CEO of Chili's. The Wall Street Journal's restaurants reporter Heather

Journal's restaurants reporter Heather

Journal's restaurants reporter Heather Haden sat down with him to learn how

Haden sat down with him to learn how

Haden sat down with him to learn how he's steering Chili's through the

he's steering Chili's through the

he's steering Chili's through the industry's challenges and his strategy

industry's challenges and his strategy

industry's challenges and his strategy to keep it the hottest casual dining

to keep it the hottest casual dining

to keep it the hottest casual dining chain in the country.

chain in the country.

chain in the country. I know the kitchen was a big focus in

I know the kitchen was a big focus in

I know the kitchen was a big focus in making it more efficient. What were top

making it more efficient. What were top

making it more efficient. What were top changes you made there and what was the

changes you made there and what was the

changes you made there and what was the payoff? One of the ideas actually came

payoff? One of the ideas actually came

payoff? One of the ideas actually came from our culinary team. We had our

from our culinary team. We had our

from our culinary team. We had our executive leadership team having a

executive leadership team having a

executive leadership team having a meeting. They served all of us two

meeting. They served all of us two

meeting. They served all of us two identical old-timers with cheese. That's

identical old-timers with cheese. That's

identical old-timers with cheese. That's our most popular burger. And they had us

our most popular burger. And they had us

our most popular burger. And they had us taste each one and then say, "Oh, what

taste each one and then say, "Oh, what

taste each one and then say, "Oh, what was the difference?" And one of the

was the difference?" And one of the

was the difference?" And one of the executives was like, "Oh, the burger is

executives was like, "Oh, the burger is

executives was like, "Oh, the burger is different." Another one was like, "Oh,

different." Another one was like, "Oh,

different." Another one was like, "Oh, the cheese is different." Another one's

the cheese is different." Another one's

the cheese is different." Another one's like, "Oh, the buns toasted

like, "Oh, the buns toasted

like, "Oh, the buns toasted differently." We all got it wrong. The

differently." We all got it wrong. The

differently." We all got it wrong. The pickles were different, right? That was

pickles were different, right? That was

pickles were different, right? That was the only thing that was different. And

the only thing that was different. And

the only thing that was different. And so they bring out the current pickle at

so they bring out the current pickle at

so they bring out the current pickle at the time and it was like a five

the time and it was like a five

the time and it was like a five gallallon jug and it looked like a

gallallon jug and it looked like a

gallallon jug and it looked like a painters jug and they had a special tool

painters jug and they had a special tool

painters jug and they had a special tool to pry open the pickles and then about a

to pry open the pickles and then about a

to pry open the pickles and then about a minute later you you you liberate the

minute later you you you liberate the

minute later you you you liberate the pickles cuz the thing flies off. But

pickles cuz the thing flies off. But

pickles cuz the thing flies off. But then all the pickle juice spills over.

then all the pickle juice spills over.

then all the pickle juice spills over. So you got to clean up the pickle juice

So you got to clean up the pickle juice

So you got to clean up the pickle juice and the dill. And then they said,

and the dill. And then they said,

and the dill. And then they said, "Here's the other pickle they didn't

"Here's the other pickle they didn't

"Here's the other pickle they didn't know the difference of." And they

know the difference of." And they

know the difference of." And they brought a jar out and they opened it up

brought a jar out and they opened it up

brought a jar out and they opened it up and they took two pickles out, right?

and they took two pickles out, right?

and they took two pickles out, right? They said, "Oh, by the way, this is over

They said, "Oh, by the way, this is over

They said, "Oh, by the way, this is over a half a million dollars cheaper than oh

a half a million dollars cheaper than oh

a half a million dollars cheaper than oh my goodness than the liberated pickles,

my goodness than the liberated pickles,

my goodness than the liberated pickles, right?" And I remember one of the one of

right?" And I remember one of the one of

right?" And I remember one of the one of the executives was like, "Well, we

the executives was like, "Well, we

the executives was like, "Well, we should test this." It's like, "What is

should test this." It's like, "What is

should test this." It's like, "What is there to test? There's 200 years of

there to test? There's 200 years of

there to test? There's 200 years of experience in this room and none of us

experience in this room and none of us

experience in this room and none of us could pick which pickle it was, right?"

could pick which pickle it was, right?"

could pick which pickle it was, right?" Hawkman has also zeroed in on the

Hawkman has also zeroed in on the

Hawkman has also zeroed in on the equipment. His team looked for small

equipment. His team looked for small

equipment. His team looked for small changes they could make to save cooking

changes they could make to save cooking

changes they could make to save cooking time and money. So, for example, on a

time and money. So, for example, on a

time and money. So, for example, on a burger and fries sounds simple, right?

burger and fries sounds simple, right?

burger and fries sounds simple, right? Lot goes into that. And the fries, what

Lot goes into that. And the fries, what

Lot goes into that. And the fries, what we found was one, they weren't as hot as

we found was one, they weren't as hot as

we found was one, they weren't as hot as they could be, and two, they weren't

they could be, and two, they weren't

they could be, and two, they weren't seasoned properly. And you say, "Well,

seasoned properly. And you say, "Well,

seasoned properly. And you say, "Well, why is that?" Well, it's not it's not

why is that?" Well, it's not it's not

why is that?" Well, it's not it's not the cook's fault. It's not the

the cook's fault. It's not the

the cook's fault. It's not the restaurant team's fault. It was the home

restaurant team's fault. It was the home

restaurant team's fault. It was the home office's fault because we gave them two

office's fault because we gave them two

office's fault because we gave them two fries to make. So, we had a curly fry

fries to make. So, we had a curly fry

fries to make. So, we had a curly fry and a straight fry. So, if you just have

and a straight fry. So, if you just have

and a straight fry. So, if you just have one fry, you can make it hotter and

one fry, you can make it hotter and

one fry, you can make it hotter and fresher. Um, and then the seasoning

fresher. Um, and then the seasoning

fresher. Um, and then the seasoning process was almost impossible. So, after

process was almost impossible. So, after

process was almost impossible. So, after the fries are cooked, they're put on

the fries are cooked, they're put on

the fries are cooked, they're put on what's called a sable week pan. And then

what's called a sable week pan. And then

what's called a sable week pan. And then they're supposed to take the shaker and

they're supposed to take the shaker and

they're supposed to take the shaker and do it 30

do it 30

do it 30 times. After five, your arm just starts

times. After five, your arm just starts

times. After five, your arm just starts getting tired. So, like, nobody's doing

getting tired. So, like, nobody's doing

getting tired. So, like, nobody's doing it 30 times. And then we wonder, why

it 30 times. And then we wonder, why

it 30 times. And then we wonder, why isn't the fries properly seasoned? So,

isn't the fries properly seasoned? So,

isn't the fries properly seasoned? So, we used incredible innovation. We made a

we used incredible innovation. We made a

we used incredible innovation. We made a shaker with bigger holes that more

shaker with bigger holes that more

shaker with bigger holes that more seasoning came out and now you put them

seasoning came out and now you put them

seasoning came out and now you put them in a bowl, you go shake, shake, shake,

in a bowl, you go shake, shake, shake,

in a bowl, you go shake, shake, shake, toss, toss, shake, shake, shake. Fries

toss, toss, shake, shake, shake. Fries

toss, toss, shake, shake, shake. Fries are properly seasoned and they're hot

are properly seasoned and they're hot

are properly seasoned and they're hot and fresh every time. Was there things

and fresh every time. Was there things

and fresh every time. Was there things about consumer surveys or what had you

about consumer surveys or what had you

about consumer surveys or what had you seen when you first started that said to

seen when you first started that said to

seen when you first started that said to you the food's got to be better and this

you the food's got to be better and this

you the food's got to be better and this is what I need to do? Well, I mean, you

is what I need to do? Well, I mean, you

is what I need to do? Well, I mean, you could talk to guests, but you also talk

could talk to guests, but you also talk

could talk to guests, but you also talk to the team members. I mean, the team

to the team members. I mean, the team

to the team members. I mean, the team members would tell

members would tell

members would tell you that the food the food needed to be

you that the food the food needed to be

you that the food the food needed to be better. You know, I do these listening

better. You know, I do these listening

better. You know, I do these listening sessions all around the country. I do

sessions all around the country. I do

sessions all around the country. I do about 16 a year. I'll have 15 to 20 area

about 16 a year. I'll have 15 to 20 area

about 16 a year. I'll have 15 to 20 area managers in a restaurant just like this

managers in a restaurant just like this

managers in a restaurant just like this before it opens. We spend two to three

before it opens. We spend two to three

before it opens. We spend two to three hours. I open my laptop up. I'm taking,

hours. I open my laptop up. I'm taking,

hours. I open my laptop up. I'm taking, you know, notes. And the main question I

you know, notes. And the main question I

you know, notes. And the main question I ask them is, "If you were the CEO, what

ask them is, "If you were the CEO, what

ask them is, "If you were the CEO, what would you change tomorrow?" It's a very

would you change tomorrow?" It's a very

would you change tomorrow?" It's a very provocative question. Sometimes like

provocative question. Sometimes like

provocative question. Sometimes like they're a little hesitant. I'll be like,

they're a little hesitant. I'll be like,

they're a little hesitant. I'll be like, "Hey, when you're cursing under your

"Hey, when you're cursing under your

"Hey, when you're cursing under your breath that the corporate made you do X,

breath that the corporate made you do X,

breath that the corporate made you do X, this is your chance. Like I'm the CEO. I

this is your chance. Like I'm the CEO. I

this is your chance. Like I'm the CEO. I can make change. Like if you don't tell

can make change. Like if you don't tell

can make change. Like if you don't tell me now, you can't complain about it,

me now, you can't complain about it,

me now, you can't complain about it, right?" and they get all fired up and

right?" and they get all fired up and

right?" and they get all fired up and they give me lots of good ideas. So,

they give me lots of good ideas. So,

they give me lots of good ideas. So, you're skinning down the menu. Why is

you're skinning down the menu. Why is

you're skinning down the menu. Why is the menu that you have now the right

the menu that you have now the right

the menu that you have now the right menu? Huge advantages come out of

menu? Huge advantages come out of

menu? Huge advantages come out of slimming down the menu or allows us to

slimming down the menu or allows us to

slimming down the menu or allows us to make the food better. So, for example,

make the food better. So, for example,

make the food better. So, for example, the chicken crispers, we used to have

the chicken crispers, we used to have

the chicken crispers, we used to have two chicken crispers. We had a tempora

two chicken crispers. We had a tempora

two chicken crispers. We had a tempora battered crisper called the original

battered crisper called the original

battered crisper called the original crisper. It's about 20% of the of the

crisper. It's about 20% of the of the

crisper. It's about 20% of the of the chicken crisper business. And then we

chicken crisper business. And then we

chicken crisper business. And then we had a conventional extra crispy, we call

had a conventional extra crispy, we call

had a conventional extra crispy, we call it a crispy crisper. It's 80% of the

it a crispy crisper. It's 80% of the

it a crispy crisper. It's 80% of the business, right? And when you go into

business, right? And when you go into

business, right? And when you go into the back of the of the restaurant, the

the back of the of the restaurant, the

the back of the of the restaurant, the heart of the house, they have very small

heart of the house, they have very small

heart of the house, they have very small little pans with which they can bread

little pans with which they can bread

little pans with which they can bread each of those flavors, right? Because

each of those flavors, right? Because

each of those flavors, right? Because there's two flavors in this breading

there's two flavors in this breading

there's two flavors in this breading station that's about this big. When we

station that's about this big. When we

station that's about this big. When we got rid of the 20% variant, we could now

got rid of the 20% variant, we could now

got rid of the 20% variant, we could now have one big vat where we can make 24 at

have one big vat where we can make 24 at

have one big vat where we can make 24 at a time versus the old way you could make

a time versus the old way you could make

a time versus the old way you could make one or two at a time. So sometimes

one or two at a time. So sometimes

one or two at a time. So sometimes people say they love variety, and they

people say they love variety, and they

people say they love variety, and they do, but variety can sometimes get in the

do, but variety can sometimes get in the

do, but variety can sometimes get in the way of making things consistently

way of making things consistently

way of making things consistently really, really well. And that's a great

really, really well. And that's a great

really, really well. And that's a great example where today we only have one

example where today we only have one

example where today we only have one recipe. We sell 66% more sales in

recipe. We sell 66% more sales in

recipe. We sell 66% more sales in chicken crispers today than we did 3

chicken crispers today than we did 3

chicken crispers today than we did 3 years ago because we're doing it a much

years ago because we're doing it a much

years ago because we're doing it a much more consistent manner. It's a better

more consistent manner. It's a better

more consistent manner. It's a better product. These types of trims have

product. These types of trims have

product. These types of trims have slimmed down the menu by 25% in the last

slimmed down the menu by 25% in the last

slimmed down the menu by 25% in the last 2 years. But the chain has also added an

2 years. But the chain has also added an

2 years. But the chain has also added an important new item. So the Big Smasher

important new item. So the Big Smasher

important new item. So the Big Smasher um which you introduced last year, I

um which you introduced last year, I

um which you introduced last year, I know was a really important moment for

know was a really important moment for

know was a really important moment for you for the brand um in terms of lifting

you for the brand um in terms of lifting

you for the brand um in terms of lifting your sales. talk about developing the

your sales. talk about developing the

your sales. talk about developing the Big Smasher and then also marketing wise

Big Smasher and then also marketing wise

Big Smasher and then also marketing wise going after fast food. Yeah. So, one of

going after fast food. Yeah. So, one of

going after fast food. Yeah. So, one of the things that our team saw a little

the things that our team saw a little

the things that our team saw a little longer than a year ago was in social

longer than a year ago was in social

longer than a year ago was in social media, people were posting their fast

media, people were posting their fast

media, people were posting their fast food receipts and they were complaining

food receipts and they were complaining

food receipts and they were complaining about how expensive things were. And so,

about how expensive things were. And so,

about how expensive things were. And so, we came up with the idea like, what if

we came up with the idea like, what if

we came up with the idea like, what if we made a burger that had familiar taste

we made a burger that had familiar taste

we made a burger that had familiar taste profile of a famous fast food burger,

profile of a famous fast food burger,

profile of a famous fast food burger, but done in the format of chilies. Makes

but done in the format of chilies. Makes

but done in the format of chilies. Makes a quarter pound burger look tiny and

a quarter pound burger look tiny and

a quarter pound burger look tiny and well, yeah, tiny. and then go after this

well, yeah, tiny. and then go after this

well, yeah, tiny. and then go after this idea that fast food pricing is high,

idea that fast food pricing is high,

idea that fast food pricing is high, right? And we did that May of last year

right? And we did that May of last year

right? And we did that May of last year and the business business was doing well

and the business business was doing well

and the business business was doing well before that. It just took off after

before that. It just took off after

before that. It just took off after that. Is it profitable though? I mean,

that. Is it profitable though? I mean,

that. Is it profitable though? I mean, that's the question with all these value

that's the question with all these value

that's the question with all these value deals that a lot of chains have rolled

deals that a lot of chains have rolled

deals that a lot of chains have rolled out. You know, it's sharp price points.

out. You know, it's sharp price points.

out. You know, it's sharp price points. They're very appealing to consumers who

They're very appealing to consumers who

They're very appealing to consumers who now are really feeling fatigued. Can you

now are really feeling fatigued. Can you

now are really feeling fatigued. Can you make money on it? Well, we can and we do

make money on it? Well, we can and we do

make money on it? Well, we can and we do and I have shareholders and I owe it to

and I have shareholders and I owe it to

and I have shareholders and I owe it to them to continue to make money, right?

them to continue to make money, right?

them to continue to make money, right? So, one of these we call is a barbell

So, one of these we call is a barbell

So, one of these we call is a barbell strategy. That means that most customers

strategy. That means that most customers

strategy. That means that most customers buy an affordable option like Chili's $6

buy an affordable option like Chili's $6

buy an affordable option like Chili's $6 base option margarita. But the chain

base option margarita. But the chain

base option margarita. But the chain also offers a premium option like a

also offers a premium option like a

also offers a premium option like a Presidente Margarita for the few who

Presidente Margarita for the few who

Presidente Margarita for the few who want to splurge. As long as we continue

want to splurge. As long as we continue

want to splurge. As long as we continue to play on both ends of the barbell,

to play on both ends of the barbell,

to play on both ends of the barbell, we're going to be fine cuz it allows us

we're going to be fine cuz it allows us

we're going to be fine cuz it allows us to manage the value mix with more

to manage the value mix with more

to manage the value mix with more premium mix that we can also make money

premium mix that we can also make money

premium mix that we can also make money on. But across the industry, sales

on. But across the industry, sales

on. But across the industry, sales haven't risen as much as Chili's and

haven't risen as much as Chili's and

haven't risen as much as Chili's and rival chains are noticing. So, your

rival chains are noticing. So, your

rival chains are noticing. So, your competitors have definitely noticed your

competitors have definitely noticed your

competitors have definitely noticed your success. Applebee's last year came out

success. Applebee's last year came out

success. Applebee's last year came out with its $99.99 deal. Applebee's really

with its $99.99 deal. Applebee's really

with its $99.99 deal. Applebee's really big meal deal for only $9.99. A little

big meal deal for only $9.99. A little

big meal deal for only $9.99. A little cheaper than your, you know, your entry

cheaper than your, you know, your entry

cheaper than your, you know, your entry point for three for me. Have you seen

point for three for me. Have you seen

point for three for me. Have you seen any impact from competitors stepping up?

any impact from competitors stepping up?

any impact from competitors stepping up? So, I have a a monthly meeting with our

So, I have a a monthly meeting with our

So, I have a a monthly meeting with our vice president of operations. So, I

vice president of operations. So, I

vice president of operations. So, I asked them about a deal that was

asked them about a deal that was

asked them about a deal that was undercutting us by about 10% on a

undercutting us by about 10% on a

undercutting us by about 10% on a similar um value meal construct. And

similar um value meal construct. And

similar um value meal construct. And they all started laughing. I was like,

they all started laughing. I was like,

they all started laughing. I was like, "Why are you guys laughing?" and they're

"Why are you guys laughing?" and they're

"Why are you guys laughing?" and they're like, "We don't think this is going to

like, "We don't think this is going to

like, "We don't think this is going to dent us in the least because it's not

dent us in the least because it's not

dent us in the least because it's not just about the lowest price. It's also

just about the lowest price. It's also

just about the lowest price. It's also about what you get for that price and we

about what you get for that price and we

about what you get for that price and we think that what we have is unbeatable."

think that what we have is unbeatable."

think that what we have is unbeatable." And if you look at the results for the

And if you look at the results for the

And if you look at the results for the for that quarter when that that new

for that quarter when that that new

for that quarter when that that new offer, the competitive offer came out,

offer, the competitive offer came out,

offer, the competitive offer came out, we were up 31% in sales, right? And

we were up 31% in sales, right? And

we were up 31% in sales, right? And with, you know, plus 20% traffic growth.

with, you know, plus 20% traffic growth.

with, you know, plus 20% traffic growth. And that just tells you the guess isn't

And that just tells you the guess isn't

And that just tells you the guess isn't just buying the lowest price out there.

just buying the lowest price out there.

just buying the lowest price out there. It's going to be very difficult for our

It's going to be very difficult for our

It's going to be very difficult for our competitors to catch up because it could

competitors to catch up because it could

competitors to catch up because it could take years of what we've been doing and

take years of what we've been doing and

take years of what we've been doing and investments that we've been making to

investments that we've been making to

investments that we've been making to get to where we are. So, let's talk

get to where we are. So, let's talk

get to where we are. So, let's talk about the triple dipper. Um, so that has

about the triple dipper. Um, so that has

about the triple dipper. Um, so that has been on your menu for decades. I found

been on your menu for decades. I found

been on your menu for decades. I found ads going back to 2012. What have you

ads going back to 2012. What have you

ads going back to 2012. What have you done that's changed to make that such a

done that's changed to make that such a

done that's changed to make that such a sensation? Is it the food? Is it the

sensation? Is it the food? Is it the

sensation? Is it the food? Is it the marketing? Is it both? Well, I think the

marketing? Is it both? Well, I think the

marketing? Is it both? Well, I think the first thing is the food is better and

first thing is the food is better and

first thing is the food is better and it's made more consistently. Point two

it's made more consistently. Point two

it's made more consistently. Point two is they our marketing team did a really

is they our marketing team did a really

is they our marketing team did a really focused effort on bringing this into

focused effort on bringing this into

focused effort on bringing this into social media.

social media.

social media. Triple dippers is very consistent the

Triple dippers is very consistent the

Triple dippers is very consistent the way a young person likes to eat. Like to

way a young person likes to eat. Like to

way a young person likes to eat. Like to have lots of little things. It's

have lots of little things. It's

have lots of little things. It's experiential. You've got cheese pulls,

experiential. You've got cheese pulls,

experiential. You've got cheese pulls, you've got um you've got products that

you've got um you've got products that

you've got um you've got products that you can dip. And we started marketing on

you can dip. And we started marketing on

you can dip. And we started marketing on social media and I think that showed a

social media and I think that showed a

social media and I think that showed a young generation of like, wow, this is

young generation of like, wow, this is

young generation of like, wow, this is something that would be exciting. And

something that would be exciting. And

something that would be exciting. And then when they were came into the

then when they were came into the

then when they were came into the restaurant and had a similar experience,

restaurant and had a similar experience,

restaurant and had a similar experience, they would start posting about it too,

they would start posting about it too,

they would start posting about it too, right? And that thing caught on fire.

right? And that thing caught on fire.

right? And that thing caught on fire. From 2023 to 2024, Triple Dipper sales

From 2023 to 2024, Triple Dipper sales

From 2023 to 2024, Triple Dipper sales increased 70% according to the company.

increased 70% according to the company.

increased 70% according to the company. In the last quarter of 2024, it made up

In the last quarter of 2024, it made up

In the last quarter of 2024, it made up 14% of all sales. With social media, how

14% of all sales. With social media, how

14% of all sales. With social media, how have you stoked this? Because some of

have you stoked this? Because some of

have you stoked this? Because some of it's organic, but then obviously you've

it's organic, but then obviously you've

it's organic, but then obviously you've played a role in making this go viral.

played a role in making this go viral.

played a role in making this go viral. Is it partnering with influencers? Is it

Is it partnering with influencers? Is it

Is it partnering with influencers? Is it being playful? I mean, we don't have

being playful? I mean, we don't have

being playful? I mean, we don't have access to any different than other

access to any different than other

access to any different than other restaurant brands. To me, the biggest

restaurant brands. To me, the biggest

restaurant brands. To me, the biggest difference is the product's really good.

difference is the product's really good.

difference is the product's really good. When you see this cheese pool and it

When you see this cheese pool and it

When you see this cheese pool and it goes like this and you're like, "Hey, I

goes like this and you're like, "Hey, I

goes like this and you're like, "Hey, I want to go try that." And then you come

want to go try that." And then you come

want to go try that." And then you come into Chili's and it works just like that

into Chili's and it works just like that

into Chili's and it works just like that and you're like, "Wow, like this is what

and you're like, "Wow, like this is what

and you're like, "Wow, like this is what I saw on on TV or this is what I saw on

I saw on on TV or this is what I saw on

I saw on on TV or this is what I saw on social and then you tell your friends

social and then you tell your friends

social and then you tell your friends and it becomes a part of your rotation

and it becomes a part of your rotation

and it becomes a part of your rotation because you had such a good experience."

because you had such a good experience."

because you had such a good experience." What do you see in the numbers, you

What do you see in the numbers, you

What do you see in the numbers, you know, that's showing that people people

know, that's showing that people people

know, that's showing that people people are buying off of social media or the

are buying off of social media or the

are buying off of social media or the social media strategy is translating

social media strategy is translating

social media strategy is translating into sales? Well, you know, our our

into sales? Well, you know, our our

into sales? Well, you know, our our business is up about a little over 50%

business is up about a little over 50%

business is up about a little over 50% from three years ago. So, some of that's

from three years ago. So, some of that's

from three years ago. So, some of that's triple dipper, right? seven or eight

triple dipper, right? seven or eight

triple dipper, right? seven or eight percent, but a lot of it's not the

percent, but a lot of it's not the

percent, but a lot of it's not the triple dipper, too. So, the main reason

triple dipper, too. So, the main reason

triple dipper, too. So, the main reason why I think our business is doing a lot

why I think our business is doing a lot

why I think our business is doing a lot better today than it was three years

better today than it was three years

better today than it was three years ago, is once again the fundamentals of

ago, is once again the fundamentals of

ago, is once again the fundamentals of casual dining, which is the food's

casual dining, which is the food's

casual dining, which is the food's better, the service is a lot better, and

better, the service is a lot better, and

better, the service is a lot better, and it's in a fun, friendly atmosphere.

it's in a fun, friendly atmosphere.

it's in a fun, friendly atmosphere. We've seen when new guests come in, the

We've seen when new guests come in, the

We've seen when new guests come in, the time it takes them to come back to the

time it takes them to come back to the

time it takes them to come back to the restaurant is compressed. It's

restaurant is compressed. It's

restaurant is compressed. It's compressed because they're having a good

compressed because they're having a good

compressed because they're having a good experience and they're coming back

experience and they're coming back

experience and they're coming back sooner, right? So, um, to me that's the

sooner, right? So, um, to me that's the

sooner, right? So, um, to me that's the big that's the big difference is that

big that's the big difference is that

big that's the big difference is that we've done a really good job with the

we've done a really good job with the

we've done a really good job with the experience in terms of, you know,

experience in terms of, you know,

experience in terms of, you know, sustaining what you're doing this summer

sustaining what you're doing this summer

sustaining what you're doing this summer would be a year of positive traffic,

would be a year of positive traffic,

would be a year of positive traffic, which in this industry is really

which in this industry is really

which in this industry is really exceptional. I mean, everyone is hurting

exceptional. I mean, everyone is hurting

exceptional. I mean, everyone is hurting for traffic right now. How do you keep

for traffic right now. How do you keep

for traffic right now. How do you keep that going? The way we're going to keep

that going? The way we're going to keep

that going? The way we're going to keep growing the business is don't get bored

growing the business is don't get bored

growing the business is don't get bored of the fundamentals. And fortunately for

of the fundamentals. And fortunately for

of the fundamentals. And fortunately for us, because we're delivering a good

us, because we're delivering a good

us, because we're delivering a good experience for these new guests that are

experience for these new guests that are

experience for these new guests that are coming in, we become a part of that

coming in, we become a part of that

coming in, we become a part of that consideration set. Where do you think

consideration set. Where do you think

consideration set. Where do you think Chili's will be in a year, in 5 years?

Chili's will be in a year, in 5 years?

Chili's will be in a year, in 5 years? Well, I I hope it's a lot bigger. So, we

Well, I I hope it's a lot bigger. So, we

Well, I I hope it's a lot bigger. So, we want to have restaurants that are even

want to have restaurants that are even

want to have restaurants that are even more productive, uh, better for

more productive, uh, better for

more productive, uh, better for economics, you know, better sales. Good

economics, you know, better sales. Good

economics, you know, better sales. Good things happen when you grow sales of

things happen when you grow sales of

things happen when you grow sales of existing restaurants. Restaurants become

existing restaurants. Restaurants become

existing restaurants. Restaurants become a lot easier to run. You able to afford

a lot easier to run. You able to afford

a lot easier to run. You able to afford more labor. Food's out fresher and

more labor. Food's out fresher and

more labor. Food's out fresher and hotter and more delicious. So, that's

hotter and more delicious. So, that's

hotter and more delicious. So, that's number one is we got to continue to grow

number one is we got to continue to grow

number one is we got to continue to grow the business through the fundamentals of

the business through the fundamentals of

the business through the fundamentals of casual dining. And then number two, I

casual dining. And then number two, I

casual dining. And then number two, I think we can start building chilies.

think we can start building chilies.

think we can start building chilies. Again, there are parts of this country

Again, there are parts of this country

Again, there are parts of this country there are no chilies. So, there's no

there are no chilies. So, there's no

there are no chilies. So, there's no chili in Oregon. uh we don't have as

chili in Oregon. uh we don't have as

chili in Oregon. uh we don't have as many chilies in California in some

many chilies in California in some

many chilies in California in some states that traditionally we thought

states that traditionally we thought

states that traditionally we thought would more expensive to be able to

would more expensive to be able to

would more expensive to be able to operate in. But now that we're a much

operate in. But now that we're a much

operate in. But now that we're a much healthier concept with better for

healthier concept with better for

healthier concept with better for economics, we can operate in those

economics, we can operate in those

economics, we can operate in those states now. So there's a lot more runway

states now. So there's a lot more runway

states now. So there's a lot more runway ahead of us on this brand than there is

ahead of us on this brand than there is

ahead of us on this brand than there is behind us. And we're just getting we're

behind us. And we're just getting we're

behind us. And we're just getting we're still probably early to midnings of our

still probably early to midnings of our

still probably early to midnings of our turnaround. So there's so much more

turnaround. So there's so much more

turnaround. So there's so much more runway to grow restaurant volumes as

runway to grow restaurant volumes as

runway to grow restaurant volumes as well as build new restaurants.