Brinker International’s other initiatives

Besides menu innovation, restaurant chains are adapting more digital media strategies to attract the Millennials. We discussed this in the Dunkin’ Donuts (or DNKN) series. In this part of the series, we’ll discuss Brinker International’s (EAT) efforts in digital media strategies.

Must-know: Why Chili’s is changing the way we order food

Customer experience enhancement

The company introduced a digital interface at the restaurant table. It will improve customers’ experiences. The Ziosk—displayed above—allows a customer to order food and beverages. They can also entertain themselves while they wait for the food to arrive. Customers can even use the device to pay for their meal. Brinker International installed the device in all of its company-owned restaurants across the country. According to the Wall Street Journal, it installed 45,000 devices in 823 restaurants.

The Ziosk is provided by a third party vendor. It isn’t exclusive to Brinker International. In another Market Realist series, we discussed that Darden Restaurants Inc. (DRI) installed the Ziosk in 11 of its stores. They’re testing its success. Darden is a part of the Vanguard Total Stock Market (VTI). VTI is an exchange-traded fund (or ETF).

Kitchen of the future

The company also made technological changes in 50 of Chili’s restaurant kitchens. Chili’s management claims that the customer experience has improved because of consistency in the food quality. Kitchen enhancement—in terms of upgrading equipment or hiring extra personnel—is important. It allows the restaurant to handle traffic during peak hours. This helps same-store sales. We learned this in the Chipotle Mexican Grill (CMG) series and the Panera Bread (PNRA) series.

When a company focuses on improving same-store sales, the revenue can also improve. However, many restaurant chains also drive revenues from two other sources. We’ll discuss these sources in the next part of the series.

Latest articles

Monster Beverage (MNST) stock was down 1.6% as of 2:47 PM EDT on March 20.

Earlier today, the second-largest US automaker by 2018 sales volume, Ford Motor Company (F), revealed its plan to invest $850 million in its Flat Rock assembly plant through 2023.

Mizuho downgraded Yum! Brands (YUM) from “neutral” to “underperform” while keeping its 12-month price unchanged at $84, which represents a fall of 15.4% from its March 19 closing price of $99.20.

20 Mar

Why Verizon Sought to Lead 5G Rollout

WRITTEN BY Rachel Gunter

According to Verizon, its mobile 5G plans will cost $10 more than its current 4G plans.

As of March 19, Dunkin’ Brands (DNKN) was trading at $71.55, which represents a rise of 3.9% since the announcement of its fourth-quarter earnings on February 7.

Suncor Energy's shareholder returns have grown consistently over the past few years. The company hasn't forgotten its commitment to growth.