Steve Kelly and GALE Join Chili's
to Revamp the Brand's CRM Strategy and More
DALLAS, Sept. 14,
2023 /PRNewswire/ -- Brinker International, Inc.
(NYSE: EAT) today announced the additions of industry veteran
Steve Kelly as vice president of
marketing and award-winning business agency GALE as CRM agency of
record. Both moves allow Chili's® Grill & Bar
to serve Guests in a more compelling way as the brand revamps its
digital presence.
Kelly, known for his strong digital strategy and creativity
during his more than 15 years with Yum! Brands, will oversee key
pillars of the Chili's marketing strategy including CRM, loyalty,
digital experience, third-party delivery, and paid media strategy
and execution.
"Steve is one of the most talented leaders I've worked with, and
his diverse skillset will accelerate our marketing strategy," said
George Felix, Chili's Chief
Marketing Officer. "Being a relevant and distinctive brand in
culture requires a 360-degree focus, and his experience across
multiple verticals makes him a natural choice for this role.
Additionally, his personality and passion as a people leader are
the perfect fit for our ChiliHead culture."
Chili's CRM strategy and execution, as well as a revamp of the
My Chili's Rewards loyalty program are a key focus for Kelly, and
GALE, this year's Adweek Breakthrough Media Agency of the
Year, will provide its expertise in the space as agency of record.
GALE's data-driven approach will bring deeper personalization and a
more modern feel to Chili's customer interactions as well as an
optimization of all activity to enable more relevant messaging to
the Chili's customer.
"Chili's is an iconic brand and we're hugely excited to join
their journey of transformation at such a pivotal time," said GALE
Managing Director Andrew Noel.
"There's never been a more important time for brands to enrich the
experiences of audiences, and the Chili's team recognizes the true
power of CRM to transform a business that will win market
share."
GALE's work with Chili's will span strategy, creative, email and
digital activity, providing data and insights to drive CRM activity
in a way that aligns with the brand's marketing strategy.
"At Chili's, each Guest interaction presents a chance to build a
relationship that turns into repeat visits," Kelly said. "GALE's
proven track record in leveraging CRM and loyalty to drive growth
made them the perfect choice for this partnership. With success
stories across Chipotle, H&R Block, and Hard Rock, GALE has
demonstrated its ability to deliver exceptional results for
renowned brands."
About Chili's® Grill & Bar
Hi, welcome to Chili's! We're a leader in the casual dining
industry and the flagship brand of Dallas-based Brinker International, Inc.
(NYSE: EAT). We're known for our Big Mouth Burgers, full-on
sizzling Fajitas, Crispy Chicken Crispers and hand-shaken
Margaritas. We take our food seriously – but not ourselves –
because dining out should feel like a celebration even if there is
nothing to celebrate. Our passion is making every Guest feel
special, and every day, our ChiliHeads make it their job to spread
#ChilisLove across our more than 1,600 restaurants in 29 countries
and two territories. And Chili's cares. We host local Give Back
Events to support kids, education and hunger and have raised more
than $100 million benefitting St.
Jude Children's Research Hospital through generous Guest donations.
Find more information about us at chilis.com, follow us on Twitter
or Instagram, like us on Facebook or join us on TikTok.
About Gale
GALE is a Business Agency. Founded in 2014, the agency currently
has offices in New York,
Singapore, Toronto, Denver, Los
Angeles, London,
Austin, Kansas City and Bengaluru. GALE has received
top industry awards including Ad Age's A-List, Ad Age's Data &
Analytics Agency of the Year, Adweek's Fastest Growing Agency, the
Grand Effie and Adweek's Breakthrough Media Agency of the Year. For
information on GALE, visit: https://gale.agency/.
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SOURCE Brinker International Payroll Company, L.P.