A competitive battle of value meals is heating up between Applebee’s and Chili’s, with both restaurant chains taking to social media to prove their customer value proposition.
Applebee’s — which is owned by Dine Brands (DIN) — president Tony Moralejo appeared on Yahoo Finance to defend the brand’s value strategy, announcing a new promotion of unlimited fries and soft drinks.
Today, Brinker International Inc. CEO Kevin Hochman — who owns the Chili’s restaurant chain — joined Market Domination alongside Executive Editor Brian Sozzi to discuss the company’s operations and assert its leadership in the restaurant market.
“We have been really winning in the industry,” Hochman stated, highlighting the brand’s 14% comparable sales growth in the most recent quarter. “Here’s the reality: we’re leading the industry on value,” he added, noting that increased competition ultimately benefits consumers.
“Anything that can bring attention to our unbeatable $10.99 value is a good thing,” Hochman told Yahoo Finance.
The company’s growth strategy focuses on fundamental improvements: better food and service, enhanced labor practices, and facility upgrades. “We’ve been in the gym for the last 2½ years… we’re built now to win,” Hochman states.
Hochman also detailed an innovative “all-day counter” concept, which allows workers to proactively manage restaurant operations. “We’re taking ideas from the teams, putting them into restaurants, and seeing record guest metrics,” he explained.
While value remains a key focus, Hochman emphasized that Chili’s caters to diverse consumer preferences. “Not everybody who comes to Chili’s wants just the value meal,” he noted, highlighting the restaurant’s range of menu options at various price points.
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