Maggiano's Bets Big on Portions in Bid to Reclaim Its 'Family Feast' Identity

This analysis is based on reporting from Restaurant Dive. For ongoing coverage of the restaurant industry, subscribe to the free Restaurant Dive newsletter.

In a bold move to reverse declining sales, Maggiano's Little Italy is going back to basics—by making everything bigger. The Brinker International-owned chain is significantly increasing portion sizes across its menu, a core tactic of its "Back to Maggiano's" revival strategy aimed at re-establishing its identity as a destination for generous, shareable meals.

The shift comes as the brand reported a 2.4% drop in comparable sales last quarter. On an earnings call, Brinker CEO Kevin Hochman admitted the chain had strayed from its roots. "We lost sight of our North Star," Hochman stated. "At its best, Maggiano's is about over-the-top, shareable portions. That's the fundamental strength we're returning to."

The strategy is a clear echo of the playbook that fueled the remarkable turnaround at Chili's Grill & Bar, Brinker's larger and more value-focused brand. To accelerate the transfer of that expertise, Brinker recently promoted Chili's Chief Marketing Officer, George Felix, to a company-wide role and installed a seasoned Chili's operations executive as Maggiano's COO.

Beyond larger plates, Maggiano's is expanding its "Family Style" menu, adding more options to the bundled offering of salads, appetizers, entrees, and desserts. The goal, according to the company, is to double down on its positioning as a warm, value-driven choice for group and family dining.

Despite the strategic parallels, a swift, Chili's-style rebound appears unlikely. Analysts point to structural differences: with only 48 locations and a model centered on occasion-based group dining, Maggiano's lacks the scale and frequency-driven traffic of its sibling. Chili's successfully leveraged value comparisons against quick-service burger chains in national marketing; Maggiano's faces a different competitive set in the casual Italian segment.

"I don't think it's going to be as fast or as dramatic as Chili's," Hochman conceded, tempering expectations. "We don't have that same shot-in-the-arm traffic driver. This will be about stabilizing the brand and building growth steadily over time."

Industry Voices:

Michael Torres, Restaurant Consultant: "This is a necessary correction. In trying to optimize margins, many full-service chains diluted their value proposition. Maggiano's is wisely reinvesting in the tangible, plate-level experience that customers remember."

Sarah Chen, Consumer Trends Analyst: "The 'bigger is better' value message resonates in this economic climate, especially for family gatherings. However, the long-term test is whether improved perceived value translates into more frequent visits, not just larger checks when they do come."

David R. Miller, 'Dining on a Dime' Blog Author: "So their grand plan after years of shrinking portions and raising prices is to... give back some of what they took? And we're supposed to applaud? This isn't innovation; it's a desperate admission of past greed. Let's see if the 'new' portions even match what they served a decade ago."

Linda Fitzgerald, Former Chain Operations VP: "The executive reshuffle is telling. Brinker is applying a proven formula, but the operational nuance between a Chili's and a Maggiano's is vast. Success hinges on the front-line staff executing this family-style vision consistently, not just on paper."