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Brand of the Week: Brinker International

September 08 2017 by Jordan Kramer
Babyback ribs, anyone? Brinker International, the parent company of Chili’s Bar & Grill and Maggiano’s Little Italy, recently launched a media review according to Winmo (a Pathmatics partner). The company bid farewell to their AOR of ten years, Hill Holiday, recently and is looking to “engage agencies for work on a project-basis.
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Looking to court the newly single Brinker International from either the agency or publisher side? Download their full digital strategy over the last thirty days, and see insights from their recent buying trends below.

Video First Strategy

Nearly all of Brinker’s ad budget has been invested in desktop video placements. The company released 27 unique creatives over the last thirty days, and of those, only six of those were pre-roll video creatives. The top creative by spend currently is a fifteen second video creative that had a flight date of August 9th, and is still running. The ad has been detected on several YouTube channels including Matt Stonie, The Nive Nulls, RemLife, and Mother Goose Club. 
The video creative for Chili’s Bar & Grill directs consumers to this landing page, encouraging them to find their nearest Chili’s location promoting their “Dinner for 2” deal.

Chili’s Gets All the Love

Brinker International is putting its dollars into Chili’s Bar & Grill, spending all of the company’s digital budget on that arm of it’s restaurant group. Maggiano’s Little Italy received barely any investment from the parent company for digital advertising over the last thirty days, letting Chili’s shine. 
Year-to-date data reflects the same trend; however, spending for Chili’s didn’t kick into full gear until July of this year and peaked in August. Right after news of their impending media review broke. Other than that, spend for both restaurant brands under the Brinker umbrella has been relatively quiet throughout 2017. 


Brinker vs. Darden Concepts & OSI Restaurant Partners (Bloomin’ Brands)

Evaluating the competitive landscape across digital, Brinker International is outspending its competitors by over $2M during the last thirty days. The restaurant group accounted for 82% of the spend share when compared to Darden Concepts (Olive Garden, Red Lobster, & Yard House amongst others) and OSI Restaurant Partners (Bonefish Grill, Carrabba’s Italian Grill, Fleming Steakhouse, & Outback Steakhouse). 
Both Darden Concepts and OSI Restaurant Concepts invested the majority of their digital budgets on desktop video advertising, which seems to be a trend amongst restaurant groups and chains. Similar to Brinker International, both competitors also have a preference for direct deals as opposed to using adtech partners.
On the site level, there is little overlap between the three groups buying with the same publishers. Brinker International and Darden Concepts are investing on YouTube; however, Brinker has 97% of the spend share between the two brands. On ESPN, Brinker is losing to OSI Restaurant Partners which accounts for 98% of the spend share between both companies.
Which sites represent missed opportunities for Brinker International? Here are some of the top sites for their competitors that are currently not being targeted by Chili’s or Maggiano's creatives.

See Brinker International's Full Digital Advertising Strategy [Free Report] 

To see exactly how Brinker International has been spending their digital budget over the last thirty days, including top sites and programmatic spend, download the latest Brand of the Week report.

Download Brinker International's Digital Ad Strategy

About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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