Brinker International Elevates Marketing Chief George Felix to Oversee Both Chili's and Maggiano's Brands
DALLAS — Brinker International Inc., the parent company of casual dining giants Chili's Grill & Bar and Maggiano's Little Italy, announced a significant executive promotion on Monday. George Felix, the architect behind Chili's recent marketing resurgence, has been elevated to the role of executive vice president and chief marketing officer for the entire corporation.
Previously serving as senior vice president and CMO for the Chili's brand alone, Felix will now oversee all marketing strategy and execution for both of Brinker's flagship brands. The move signals a strategic consolidation of marketing leadership as Brinker seeks to replicate Chili's success at the more niche Maggiano's concept.
"George has demonstrated an exceptional ability to connect with guests and sharpen a brand's identity," said Brinker CEO Kevin Hochman in a company statement. "His playbook at Chili's—combining viral social media moments with value-focused promotions—has delivered historic results. We're confident he can bring that same clarity and executional rigor to Maggiano's."
Felix took the helm of Chili's marketing in July 2022. Under his leadership, the chain has reported 19 consecutive quarters of same-store sales growth. Campaigns like the viral "cheese pull" for the Triple Dipper appetizer and the value-oriented "3-for-Me" platform have been widely credited for driving traffic and buzz. During his tenure, Brinker's market capitalization has surged from approximately $1.3 billion to over $6.25 billion.
His immediate focus for Maggiano's will be the "Back to Maggiano's" strategy, an initiative aimed at refining the Italian dinnerhouse's brand positioning and improving operational execution to boost performance.
In a related SEC filing, Brinker disclosed Felix's new compensation package, which includes an annual base salary of $600,000. He remains eligible for an annual bonus target of 75% of his base salary and equity awards valued at approximately $750,000 annually.
The filing also revealed a compensation adjustment for Executive Vice President and CFO Mika Ware, raising her salary to $675,000. The company stated the increase recognizes her high performance and aligns her total compensation more closely with industry peers.
Brinker International operates more than 1,600 restaurants across 31 countries and two U.S. territories.
Industry Reaction
David Chen, Restaurant Analyst at Sterling Insights: "This is a logical and expected promotion. Felix's impact at Chili's is quantifiable. The real test will be translating that casual-dining, value-driven magic to Maggiano's, which operates in a different segment with a higher price point. The 'Back to Maggiano's' strategy suggests they know a recalibration is needed."
Rebecca Vance, Former Marketing Director for a Casual Dining Chain: "It's a brilliant move. Having one visionary oversee both brands allows for strategic synergy while maintaining distinct voices. Felix understands that modern marketing is about creating cultural moments, not just pushing promotions. I expect we'll see Maggiano's become more digitally savvy and narrative-driven."
Michael Torrez, Host of the 'Front Burner' Podcast: "So Brinker's reward for one guy is to give him twice the work? This reeks of corporate cost-saving disguised as a promotion. Chili's success came from focused attention. Now, both brands risk getting diluted leadership. And that $600K base for overseeing two billion-dollar brands? Frankly, he's underpaid compared to the value he's generated."
Priya Sharma, Editor, QSR Magazine: "This promotion underscores the premium the industry is placing on proven marketing talent. Felix didn't just run ads; he rebuilt brand relevance. His mandate at Maggiano's will be to solve its identity puzzle—is it a special-occasion spot or a regular weeknight option? Clarifying that will be key to growth."