Chilis Bar
Chilis Bar and Grille is a family dining restaurant specializing in southwestern recipes. Like many other restaurants Chilis strive to provide the best customer service along with quality food and a inviting atmosphere. What sets Chilis apart from other chain restaurants is their extensive on-boarding training and the family atmosphere within the company. With such a close knit staff, Chilis employees are able to integrate this quality into providing the best customer experience for it’s patrons. Strengths and Weaknesses are very important components when determining the strategy for a company. Luckily Chilis is fortunate to have many strengths to compensate for their weaknesses. For example, one of Chilis many strengths is their Brand
portfolio. Chilis operates under a parent company which is Brinkers who also runs and operates On the Border Mexican Grill and Maggiano’s Little Italy. (Slade,2009). This strength is important because with all three restaurants each is getting exposure through advertisement . Gift cards to the restaurants identify that the customer can use the card at any of the three restaurants mentioned, which heightens curiosity and the opportunity for new customers. Another notable strength is the strong worldwide business. Today Brinker is one of the largest casual dining restaurant companies in the world with more than 1,500 restaurants in 50 states and 32foreign countries.(Slade, 2009). However like other restaurants one of Chilis weaknesses is inconsistent sales volumes. Restaurants usually follow a trend where sales volumes fluctuate seasonally and are generally higher in summer months and lower in the winter months.(Slade, 2009). Chilis like many other organizations does have a strategy. However their strategy isn’t one that is very extensive as other companies but is tailored to achieve the results that they set forth for the company. This strategy is simply to stay relevant among chain restaurants through brand recognition and creativity . This is achieved by theme songs, the bright logo of the chili pepper, and specials and promotions tailored to the demographic area. Chilis overall objectives can be seen in their mission statement. The company would like to achieve their goals of becoming a profitable well recognized company by, focusing on employees, expansion, and customer service. Employees are the backbone of customer orientated businesses. Brinker states “Our teams and our guests represent a broad range of cultures , each bringing their own experiences, ideas, and insights to our table”.(Brooks, 2012). This shows how patrons and employees collectively work together to move this company forward. One way to insure more profits is expansion. Brinkers is always expanding, with currently 1500 restaurants and 100,000 team members the company is destined to reach more guests to share this experience.(Brooks, 2012). Last but not least customer service, Brinkers and all participating restaurants could not have achieved the success they’ve earned without excellent customer service. This objective is also described in the mission statement, “At Brinker we’re about serving from our hearts, serving our communities, and serving the world a great taste of life through the power of welcome”. (Brooks,2012). As an employee I believe I fit into the implementation of Chilis strategy because I exemplify the company’s mission statement. I carry out the simple goals of providing excellent customer service which ultimately boost sales because guests are more likely to return. How I contribute to the company’s business strategy may seem very small but it’s also the most important.
REFERENCES Brooks, D.. (2012, Month. Day ). In Brinker Annual Report 2012. Retrieved Mar. 7, 2013, from www.brinker.com
Slade, B.. (2009, Apr. 21 ). In Strategic Report for Brinker International . Retrieved Mar. 7, 2013, from http://economics-files.pomona.edu
portfolio. Chilis operates under a parent company which is Brinkers who also runs and operates On the Border Mexican Grill and Maggiano’s Little Italy. (Slade,2009). This strength is important because with all three restaurants each is getting exposure through advertisement . Gift cards to the restaurants identify that the customer can use the card at any of the three restaurants mentioned, which heightens curiosity and the opportunity for new customers. Another notable strength is the strong worldwide business. Today Brinker is one of the largest casual dining restaurant companies in the world with more than 1,500 restaurants in 50 states and 32foreign countries.(Slade, 2009). However like other restaurants one of Chilis weaknesses is inconsistent sales volumes. Restaurants usually follow a trend where sales volumes fluctuate seasonally and are generally higher in summer months and lower in the winter months.(Slade, 2009). Chilis like many other organizations does have a strategy. However their strategy isn’t one that is very extensive as other companies but is tailored to achieve the results that they set forth for the company. This strategy is simply to stay relevant among chain restaurants through brand recognition and creativity . This is achieved by theme songs, the bright logo of the chili pepper, and specials and promotions tailored to the demographic area. Chilis overall objectives can be seen in their mission statement. The company would like to achieve their goals of becoming a profitable well recognized company by, focusing on employees, expansion, and customer service. Employees are the backbone of customer orientated businesses. Brinker states “Our teams and our guests represent a broad range of cultures , each bringing their own experiences, ideas, and insights to our table”.(Brooks, 2012). This shows how patrons and employees collectively work together to move this company forward. One way to insure more profits is expansion. Brinkers is always expanding, with currently 1500 restaurants and 100,000 team members the company is destined to reach more guests to share this experience.(Brooks, 2012). Last but not least customer service, Brinkers and all participating restaurants could not have achieved the success they’ve earned without excellent customer service. This objective is also described in the mission statement, “At Brinker we’re about serving from our hearts, serving our communities, and serving the world a great taste of life through the power of welcome”. (Brooks,2012). As an employee I believe I fit into the implementation of Chilis strategy because I exemplify the company’s mission statement. I carry out the simple goals of providing excellent customer service which ultimately boost sales because guests are more likely to return. How I contribute to the company’s business strategy may seem very small but it’s also the most important.
REFERENCES Brooks, D.. (2012, Month. Day ). In Brinker Annual Report 2012. Retrieved Mar. 7, 2013, from www.brinker.com
Slade, B.. (2009, Apr. 21 ). In Strategic Report for Brinker International . Retrieved Mar. 7, 2013, from http://economics-files.pomona.edu