How Chili’s Relevance Playbook is Anchored in Value and Culture

By:Christian Banach
onJanuary 26, 2026

Chili’s comeback is being built on value plus culture-first social. Learn the priorities, the cross-functional operating loop, and where agencies can plug in across creators, CRM, measurement, and CX.

At a Glance

Interviewee: George Felix, SVP & Chief Marketing Officer Company: Chili’s Grill & Bar (Brinker International) Location: Dallas, TX Website: https://www.chilis.com Industry: Casual dining restaurant brand Company Notes: 1,576 restaurants globally, with strong recent same-store sales momentum Best-Fit Agencies: CRM and lifecycle, social and creator, media and measurement, brand and integrated, PR and partnerships, customer experience Source: Brand New World...

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Christian Banach

Christian Banach is the founder of NextBigWin and a leader in agency growth and business development, bringing over 20 years of experience. He serves on the 4A’s Expert Network and has helped holdco agencies, such as Energy BBDO, and independents win millions in new business from brands like Disney, Toyota, and Kohl’s.