#183: Kevin Hochman, CEO of Brinker International (Chili’s and Maggiano’s) – Strengthen core functions by making tough cuts
Apr 18, 2024
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Kevin Hochman, CEO of Brinker International, discusses the importance of making bold decisions and simplifying menus to drive growth. He shares insights on pricing strategy, innovation keys, and tips for young leaders to gain buy-in for initiatives.
Streamlining menu with 'core four' items boosted customer experience and sales at Chili's.
Aligning innovation with core strategies drove efficiency and improved dining experience at Brinker International.
Kevin Hochman's servant leadership style emphasizes listening, implementing feedback, and improving operational efficiency.
Deep dives
Revitalizing the Core Menu Items at Chili's
The CEO Kevin Hochman focused on streamlining the menu at Chili's, highlighting the 'core four' items: burgers, fajitas, margaritas, and chicken tenders. By simplifying the menu and emphasizing these popular items, the restaurant experienced significant improvements in customer experience, sales growth, and operational efficiency.
Innovation and Operational Excellence at Brinker International
Kevin Hochman emphasized the importance of innovation and operational excellence at Brinker International. By aligning innovation with core strategies and focusing on removing friction for both guests and team members, the company successfully implemented technology projects like self-payment devices and kitchen display systems, driving efficiency and enhancing the overall dining experience.
The Influence of Servant Leadership on Kevin Hochman
Kevin Hochman credits his mother's servant leadership style as a key influence on his own leadership approach. He values serving others, whether it's team members, investors, or board directors, and finds fulfillment in actively listening to feedback and implementing changes to improve operational efficiency and enhance guest satisfaction.
Creating Memorable Marketing Campaigns: Old Spice vs. Dove Ferment
In the podcast episode, the speaker discusses the competition between Old Spice and Dove Ferment. Proctor and Gamble, faced with the challenge of Dove Ferment's upcoming launch, strategically crafted a brief to counter it. The focus was on Old Spice being about manliness, contrasting it with the concept of smelling like wildflowers and shame. This led to the iconic Old Spice character that emphasized manhood, which resonated with the target audience and became a huge success.
Lessons in Strategic Planning and Flexibility: The Kernel Campaign
The podcast also delves into the Kernel campaign, highlighting the importance of strategic planning and adaptability in marketing. Initially hesitant about changing the successful campaign featuring Daryl Hammond as the Kernel, the team ultimately embraced rotating kernels with different celebrities. This decision brought a fresh and captivating element to the ads, sustaining consumer interest and contributing to long-term success. The lesson learned emphasizes the value of being well-prepared, open to change, and willing to consider innovative ideas to stay ahead in the competitive market.
When people talk about cutting and simplifying parts of your business, it can feel scary.
But as you’ll hear in this conversation, that’s what you’ve got to do if you want to free up resources for the BIG things that really drive BIG growth.
You’ll also learn:
The first thing to do in a new role (especially a turnaround)
A powerful insight on pricing strategy
Three keys to smarter innovation
What every young leader needs to do to get buy-in on a big initiative
Take your learning further. Get proven leadership advice from these (free!) resources:
The How Leaders Lead App: A vast library of 90-second leadership lessons to stay sharp on the go
Daily Insight Emails: One small (but powerful!) leadership principle to focus on each day
Whichever you choose, you can be sure you’ll get the trusted leadership advice you need to advance your career, develop your team, and grow your business.
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