Question · Q2 2026
Chris O'Cull inquired about Brinker's strategy to prevent the $10.99 price point from becoming a structural ceiling on Chili's pricing power, especially given the barbell strategy and significant traffic gains.
Answer
Kevin Hochman, CEO and President of Brinker International, explained the importance of the barbell strategy with good, better, best price tiers, ensuring innovation across various price points, such as the new three-tier chicken sandwich lineup. He emphasized maintaining the $10.99 sales mix constant to manage margins and noted that guests generally gravitate to specific price points rather than frequently trading up or down.
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