Chili's 2015 Annual Report Download - page 4

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The industry is giving us credit, our operators and team members are
excited about what our chefs are bringing to the table and guest feedback
tells us that no one can do Fresh Mex and Fresh Tex like Chili’s. They’ve
given us full permission to play in this space, and we will continue to hone
in on these relevant and differentiating menu platforms in fiscal 2016.
But Chili’s is more than just about serving great food, we’re also about
delivering an exceptional dining experience. While the brand has evolved
over the past 40 years, its passion has always been centered on one
thing – making people feel special. We are proud to be a people company,
and one of the ways we make our guests feel special every day is through
technology.
Chili’s is embracing the digital guest experience more than anyone else in
the industry. Ziosk® tabletop tablets have been in our company-owned
restaurants for more than a year now, and we are only getting smarter at
how we expand upon this tool to improve the dining experience and
connect with our guests.
For instance, tabletop technology is the foundation for our recently
launched and industry-leading loyalty program, My Chili’s Rewards. With
the largest tabletop tablet network in the country, Chili’s is the first
restaurant company of its size to completely integrate a loyalty program
with tabletop technology and mobile as well as give guests full control of
their points without ever having to rely on a manager or server.
While we are optimistic by initial results and feedback on our loyalty
program, we expect to see the greatest impact to our business in fiscal
2016 as more guests sign up and redeem their rewards. By syncing our
loyalty program with in-restaurant technology, we’ve made it easier than
ever for our guests. Along those same lines, we also added NoWait to our
Chili’s mobile app which allows guests to add their name to a restaurant’s
wait list remotely, track their place in line and show up right when their table
is ready.
Outside of food and technology, we invested back into our business with
the acquisition of 103 franchised Chili’s restaurants primarily located in the
Northeast and Southeast. The acquisition, which is expected to be EPS
accretive in fiscal 2016 and strengthen long-term free cash flow generation,
represented a compelling opportunity to create value for our shareholders
and strengthen the brand in key markets as we rollout our reimage and
loyalty programs to these restaurants.