#United States #Dallas #Maggiano's Little Italy #Brinker International #Chili's Grill Bar

Brinker International Promotes George Felix to Chief Marketing Officer

Brinker International, Inc. (NYSE: EAT), the parent company of two iconic restaurant brands, Chili's® Grill & Bar and Maggiano's Little Italy®, has made a significant leadership change. On March 2, 2026, the company announced the promotion of George Felix to the role of Executive Vice President and Chief Marketing Officer. In this new capacity, Felix will be responsible for overseeing marketing for both brands, leveraging his experience to drive strategy and execution.

A Track Record of Success

George Felix joined Brinker in 2022 as the Senior Vice President and Chief Marketing Officer of Chili's. His arrival marked the beginning of an era focused on revitalizing legacy brands. Under his guidance, Chili's not only regained its status as a market leader but also saw a dramatic increase in brand engagement. During his time, Brinker’s market capitalization soared from $1.3 billion to $6.25 billion by March 2026, showcasing the impact of Felix’s innovative marketing strategies and leadership.

Felix's approach has been characterized by an authentic and creative marketing lens. He collaborated closely with Chili's operational teams to ensure that the dining experience is as appealing in reality as it is in marketing materials. Such commitment to quality has been pivotal in elevating customer satisfaction and driving traffic to restaurants.

Expanding the Vision to Maggiano’s

In his enhanced role, Felix will not only continue to propel Chili's marketing efforts but will also bring his expertise to Maggiano's. His immediate priority will be the execution of the “Back to Maggiano’s” strategy. This initiative aims to clarify the brand’s positioning and refine customer experience, ensuring diners enjoy generous servings of classic Italian-American dishes accompanied by exceptional service that embodies a familial atmosphere.

Brinker’s CEO, Kevin Hochman, expressed confidence in Felix's ability to lead both brands effectively. He noted, “George has proven that when you deeply understand your guests and stay relentlessly focused on what makes a brand special, extraordinary results follow.” This understanding and focus are expected to catalyze further growth and performance metrics at Maggiano's, undoubtedly benefiting from the successful playbook implemented at Chili's.

Felix has garnered extensive recognition in his career, being named amongst Fast Company’s CMOs of the Year, Ad Age's CMO of the Year in 2025, and receiving the ADWEEK 2024 Marketing Vanguard award, among other honors.

About Brinker International

Brinker International is recognized as one of the foremost casual dining restaurant companies in the world. The company prides itself on its two beloved brands, Chili's and Maggiano's, and boasts a robust network of over 1,600 restaurants across 31 countries. With a commitment to serving bold flavors, handcrafted beverages, and heartfelt hospitality, Brinker has become a staple within the casual dining sector.

Furthermore, in 2025, Brinker was distinguished as a top workplace in the Dallas-Fort Worth area by the Dallas Business Journal and The Dallas Morning News. CEO Kevin Hochman received accolades, including the prestigious IFMA Gold Plate Award and acknowledgment as one of Barron’s Top 25 CEOs worldwide.

Chili's has also been recognized nationally in 2025 for its meaningful contributions to the industry, making it onto lists such as Fast Company's Brands that Matter and Inc.'s Best in Business, alongside claims of Ad Age’s Brand of the Year.

The mission at Brinker is straightforward yet impactful – to make every dining experience special, whether through a celebration over sizzling fajitas or a cozy family night indulging in Italian classics. For more insights into the company and its vibrant culture, visit brinker.com and follow them on LinkedIn.