Brinker International Promotes George Felix to Chief Marketing Officer
MARKETING
Brinker International, Inc. (NYSE: EAT) announced the promotion of George Felix to Executive Vice President, Chief Marketing Officer, overseeing marketing for both Chili's® Grill & Bar and Maggiano's Little Italy.®.
Brinker International has promoted George Felix to Executive Vice President and Chief Marketing Officer, expanding his role to oversee marketing for both Chili's Grill & Bar and Maggiano's Little Italy. The announcement, recognizes Felix's success in revitalizing Chili's brand performance since joining the company in 2022.
Track Record of Brand Transformation
Felix joined Brinker in 2022 as Senior Vice President and Chief Marketing Officer of Chili's, bringing experience in making legacy brands relevant again. His strategic vision and leadership delivered creative, authentic marketing that returned Chili's to category leadership in both sales and traffic growth.
The results have been substantial. Brinker International's market capitalization increased from $1.3 billion when Felix started to $6.25 billion as of March 2, 2026. Beyond marketing campaigns, Felix partnered with Chili's operations teams to simplify execution and improve consistency, ensuring restaurant food and service matched advertising promises.
Expanded Responsibilities at Maggiano's
In his new role, Felix continues leading Chili's marketing while applying the same strategic approach to Maggiano's Little Italy. He will focus on the "Back to Maggiano's" strategy, which aims to clarify brand positioning and improve execution for stronger performance.
The strategy centers on delivering Italian-American favorites with generous portions, warm service, and an atmosphere that makes guests feel like family. Felix will work to sharpen Maggiano's market position and drive sustainable growth using proven methods from the Chili's transformation.
Industry Recognition and Awards
Felix has earned significant industry recognition for his marketing leadership. Fast Company named him one of 2025's CMOs of the Year, while Ad Age awarded him 2025 CMO of the Year. He also received ADWEEK's 2024 Marketing Vanguard award among other honors.
These accolades reflect his ability to understand guest preferences deeply and maintain focus on what makes brands distinctive. His work demonstrates that authentic marketing combined with operational excellence produces measurable, sustainable results.
Leadership Philosophy and Results
Brinker CEO and President Kevin Hochman praised Felix's approach to brand building. "George has proven that when you deeply understand your guests and stay relentlessly focused on what makes a brand special, extraordinary results follow," Hochman said. "His leadership has shaped the entire guest experience and delivered sustainable results by making Chili's more relevant than ever."
Hochman added that the promotion reflects confidence in Felix's ability to apply his proven playbook to Maggiano's and accelerate performance across both brands. Felix will continue reporting directly to Hochman in his expanded role.
About Brinker International
Brinker International (NYSE: EAT) operates two leading casual dining brands: Chili's Grill & Bar and Maggiano's Little Italy. The company owns, operates, or franchises more than 1,600 restaurants across 31 countries and two U.S. territories.
The Dallas-based company has earned workplace recognition, with both the Dallas Business Journal and The Dallas Morning News naming it the top workplace in Dallas-Fort Worth in 2025. CEO Kevin Hochman received the 2025 IFMA Gold Plate Award and was named to Barron's 2025 Top 25 CEOs in the world.
Chili's has received multiple national honors in 2025, including placements on Fast Company's Brands that Matter and Inc.'s Best in Business lists. Ad Age also named Chili's Brand of the Year, recognizing the transformation Felix led.
Strategic Focus Moving Forward
The promotion positions Brinker to leverage Felix's expertise across both brands simultaneously. His proven ability to clarify brand positioning, improve operational execution, and create authentic marketing campaigns addresses key priorities for both Chili's and Maggiano's.
Brinker's purpose remains making everyone feel special, whether celebrating over sizzling fajitas at Chili's or enjoying Italian favorites with family at Maggiano's. Felix's expanded role supports this mission by ensuring both brands deliver experiences that match their marketing promises.
The company continues focusing on bold flavors, handcrafted drinks, and genuine hospitality across all locations. More information about Brinker International, its brands, culture, and careers is available at brinker.com and on LinkedIn.