Chili's 2008 Annual Report Download - page 3

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TO ALL OUR STAKEHOLDERS – TEAM MEMBERS, GUESTS,
SUPPLIER PARTNERS, FRANCHISE PARTNERS, AND
SHAREHOLDERS.
Every day, throughout the world, Brinker International® welcomes more than 1.2 million people to
our restaurants. Our guests know we’ll extend a warm welcome, offer a comfortable place to dine,
make them feel special, and, of course, deliver great value with delicious food and signature drinks.
Despite the current economic downturn, guests continue to savor the opportunity to dine out at Brinker®
restaurants. Whether they are grabbing a quick lunch while managing a packed schedule or lingering
over a celebratory meal with friends or family, our guests have come to appreciate the hospitality offered
by Brinker brands. By connecting with our guests and being attentive, we provide the thoughtful
and customized service our guests expect and deserve. We are Serving the world a great taste of life
through the Power of Welcome.SM
AN INTENSIFIED FOCUS
In early 2008, we conducted an honest and straightforward review that confirmed our strategic plans
were still valid and compelling. But in the course of our analysis, we came to realize our tactical
approach had to be streamlined to essential actions that make a lasting and dramatic impact on our core
operations. Our discussions narrowed the attention of our organization to Five Areas of Focus.
Our five strategic priorities are designed to grow our base business by engaging our guests, differentiating
our brands from competitors throughout the industry, reducing the costs associated with managing our
restaurants, and establishing a vibrant presence in key markets around the world. The fact that our Five
Areas of Focus primarily address growth within the four walls of our restaurants is by design. You will
also notice that each of the five areas builds upon, complements, and enables the other four to create a
fully integrated and powerful advantage for Brinker and its brands.
C H A I R M A N ’ S L E T T E R
1) Hospitality
Our top priority remains creating a culture of
hospitality that establishes emotional connections
with our guests and engages our Team Members.
We believe that providing a consistently warm,
welcoming, and engaging dining experience will
continue to differentiate Brinker brands from
all others in the industry. Hospitality also builds
guest loyalty, as evidenced by the feedback we
gather in our guest satisfaction surveys. And as
we deliver an outstanding guest experience,
we also engage and retain the loyal Team Members
who enable us to deliver on our hospitality
promise. At Brinker, we call hospitality the “Power
of Welcome”. It’s our commitment to:
»Get Real – by making a human connection
with every guest, every Team Member, at every
opportunity, every day.