Brinker International, the global casual‑dining franchisor and operator of iconic brands Chili’s Grill & Bar and Maggiano’s Little Italy, has announced the promotion of George Felix to Executive Vice President and Chief Marketing Officer, the company said in a press release. In his expanded role, Felix will oversee all marketing efforts for both of Brinker’s leading restaurant brands.
Felix, who joined Brinker in 2022 as Senior Vice President and Chief Marketing Officer for Chili’s, has been widely credited with revitalizing the brand’s market presence and helping drive notable gains in sales and guest traffic. Under his leadership, Chili’s experienced a significant rebound in category performance, contributing to a rise in Brinker International’s market capitalization from approximately $1.3 billion at the start of his tenure to more than $6 billion as of early March 2026.
In his new role, Felix will continue to lead marketing strategy at Chili’s while applying his proven brand growth framework to Maggiano’s Little Italy as part of the company’s “Back to Maggiano’s” initiative focused on sharpening brand positioning and strengthening operational execution. He will report directly to Brinker President and CEO Kevin Hochman.
“George has demonstrated that a deep understanding of guests, relentless focus on brand strengths, and creative marketing execution can deliver exceptional results,” said Hochman in comments accompanying the announcement. “Elevating him to lead marketing for both brands reflects our confidence in his ability to build further momentum across our portfolio.”
Brinker International operates and franchises more than 1,600 restaurants across 31 countries and two U.S. territories, with a focus on delivering bold flavours, memorable dining experiences, and genuine hospitality through its portfolio brands.
