How Chili’s used creativity, culture and customer experience to create one of the greatest turnaround success stories - George Felix

**Jon Evans** (0:00)
Hey, everyone, just before we get into the show, I just wanted to give a really big shout out to my founding sponsor, System1. As many of you know, I worked at System1, and before that, I was actually a client of theirs. Now, the thing I love about System1 is when I need to make a big decision, they have been there to help me, because what System1 does is use the power of emotion to help predict the likely impact of my innovation or advertising. So when I've been stuck in the boardroom, needing to justify why we're gonna pick one creative route over another, or launch this innovation over that one, it has been indispensable. It's also really simple to use, very actionable and incredibly good value too. So if you want to find out more about System1's test your ad or test your innovation, simply go over to system1group.com and find out more. Okay, without further ado, let's go on with the show.
Ladies and gentlemen, welcome back to Uncensored CMO. Now my next brand is one that half the audience will know all about, and the other half of the audience will probably be wondering who on earth are they? Chili's have just undergone one of Corporate America's most incredible brand turnarounds, and I'm joining this episode by their CMO, George Felix, to find out exactly how they achieved it and why customer experience is the most important ingredient when it comes to turning your brand around. It's an amazing episode, and I have to say, it's also the first one I've had a margarita on as well, and the chips, let's just say, are pretty impressive too. This is one of the reasons why they're being so successful. Enjoy.
George Felix, welcome to the show.

**George Felix** (1:41)
Thank you for having me, John, it's awesome. Thank you for coming to Chili's.

**Jon Evans** (1:44)
Mate, it's my pleasure.
Now, what I should do, I think half the audience are gonna go, oh my word, you talk about Chili's, this is like the best thing ever. Half the audience are gonna be going, Chili's, what are they? You know, sort of thing. So I thought we should start by talking about what Chili's is, and no better way than we've got some chips, I say chips, this is the exception, this is the British guy calling the chips.

**George Felix** (2:08)
Well, so like we're at it, we're at it traditionally, I know we got a lot of people outside of the US that watch your show, and I'm a big fan myself. And so we're sitting at a tile table top. So these tile tables are something that, you know, Chili's is a 51 year old brand.
This, they used to be in our restaurants, we were actually about to bring them back in. So this is, you know, kind of nostalgia here, but you can't start a Chili's experience without chips and salsa. So these are signature chips and salsa. Now, a pro move that I'm going to introduce you to is that we've also got Chili's signature ranch here. So the chips and salsa are amazing. What is also a nice move is to dip the chips in the ranch.

**Jon Evans** (2:47)
So, okay, this has to happen.

**George Felix** (2:49)
We should probably get into this, right? Okay, so I'm going to start with the salsa here. You know, you get a little bit on there. And here we go.

**Jon Evans** (2:57)
Okay.

**George Felix** (2:57)
Oh, yeah.

**Jon Evans** (2:58)
Let's bring this in. Here we go.

**George Felix** (3:01)
There it is.

**Jon Evans** (3:01)
Everyone listening and watching has now got massive envy.

**George Felix** (3:04)
That's right.

**Jon Evans** (3:04)
That's right.

**George Felix** (3:05)
And then you can let me know what you think about the chip and ranch too.

**Jon Evans** (3:12)
It's quite light, isn't it?

**George Felix** (3:13)
Right. Thin chips, really crispy. Salsa also just hits the spot. Great way to start the meal.

**Jon Evans** (3:19)
Now, my youngest daughter in particular is a massive fan of ranch whenever we order anything. It has to have ranch with it.

**George Felix** (3:25)
Smart girl.

**Jon Evans** (3:26)
Yep. She is all over this. Let's give her a ranch.

**George Felix** (3:28)
Well, you all have to tell her what you think of the Chili's Ranch. What do you think?

**Jon Evans** (3:37)
That is very, very tasty.

**George Felix** (3:39)
Okay. Now, there's one other thing that you have to have at a Chili's meal to wash all this delicious stuff down is a margarita. Chili's sells more margaritas than anyone in the United States.