Chili's 2014 Annual Report Download - page 15

dollar value in relation to revenues. Internationally, our franchisees and joint venture operations may encounter
cultural and regulatory differences resulting in variances with product specifications for international restaurant
locations.
Advertising and Marketing
Our brands generally target the 25 to 59 year-old age group, which constitutes approximately 47 percent of
the United States population. It is our belief that these consumers value the benefits of the casual dining category
for multiple meal occasions. Brinker has launched several brand initiatives aimed at making both brands more
relevant for today’s evolving consumer. From restaurant reimages designed to provide a more comfortable, up-
to-date environment, to new kitchen equipment and procedures that deliver a more consistent food experience, to
food innovation with quality ingredients, made with care and attractively presented, to brand messaging that
leverages the unique connections each brand has with its guests. We engage with our target groups, through a
mix of national television, digital, radio, print, outdoor, online advertising, as well as mail (direct and electronic),
and social media with each of our restaurant brands utilizing one or more of these mediums to meet their
communication strategy and budget.
Our franchise agreements generally require advertising contributions to us by the franchisees. We use these
contributions, in conjunction with company funds, for the purpose of retaining agencies, obtaining consumer
insights, developing and producing brand-specific creative materials and purchasing national or regional media to
meet the brand’s strategy. Some franchisees also spend additional amounts on local advertising. Any such local
advertising must first be approved by us.
Team Members
As of June 25, 2014, we employed approximately 55,586 team members, of which 614 were restaurant
support center personnel in Dallas, and 4,023 were restaurant area directors, managers, or trainees. The
remaining 51,949 were employed in non-management restaurant positions. Our executive officers have an
average of 22 years of experience in the restaurant industry.
We have a positive team member relations outlook and continue to focus on improving our team member
turnover rate. We have a variety of tools and strong resources in place to help us recruit and retain the best talent
to work in our restaurants.
The majority of our team members, outside of restaurant management and restaurant support center
personnel, are paid on an hourly basis. We stand firm in the belief that we provide competitive working
conditions and wages favorable with other companies in our industry. Our team members are not covered by any
collective bargaining agreements.
Trademarks
We have registered and/or have pending, among other marks, “Brinker International”, “Chili’s”, “Chili’s
Bar & Bites”, “Chili’s Express”, “Chili’s Margarita Bar”, “Chili’s Southwest Grill & Bar”, “Chili’s Too”,
“Maggiano’s”, and “Maggiano’s Little Italy”, as trademarks with the United States Patent and Trademark Office.
Available Information
We maintain an internet website with the address of http://www.brinker.com. You may obtain, free of
charge, at our website, copies of our reports filed with, or furnished to, the Securities and Exchange Commission
(the “SEC”) on Forms 10-K, 10-Q and 8-K. Any amendments to such reports are also available for viewing and
copying at our internet website. These reports will be available as soon as reasonably practicable after filing such
material with, or furnishing it to, the SEC. In addition, you may view and obtain, free of charge, at our website,
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