I hope Brinker disappears off the face of the dining scene. I recently viewed their website and annual report. Here are some choice tidbits:
From the front page of the website:
"We have been called the "mutual fund of casual dining" - stemming from our powerful and unprecedented portfolio of outstanding concepts which includes Chili's Grill & Bar, Romano's Macaroni Grill, On The Border Mexican Grill & Cantina,and Maggiano's Little Italy."
The front page does not mention anything about serving good food. As a matter of fact, the word food is completely absent from the page.
In their
2007 Annual Report we get this tidbit on rethinking Casual dining:
"In addition to the wide variety of food and atmospheres our restaurants offer, we’re also working to enhance value, convenience, and speed
for our guests. These are three key factors driving our guests’ dining decisions today. And of these, value may be our most important differentiator. After all, value isn’t just about the price of the food – it’s about the total experience."
Value, convenience, and speed = important. Taste of food, apparently not so much.
Kim