Brinker International, Inc. today announced Michael Breed has been promoted to Senior Vice President of Marketing, Chili’s Grill & Bar. In his new role, Breed will be responsible for all U.S. Chili’s brand marketing efforts, as well as the marketing strategy and initiatives to grow Brinker’s emerging virtual brand business. This includes everything from enhancing the digital Guest experience and leveraging technology to menu innovation and bringing the Chili’s brand to life across all marketing channels including advertising and social media.
In his most recent role as Vice President, Digital Innovation & Advanced Analytics, Breed led a number of successful initiatives including the development of digital and direct media channels and the expansion of Chili’s Guest loyalty program – My Chili’s Rewards. He also supported the launch of Brinker’s first virtual brand – It’s Just Wings.
“Michael has been an integral part of our leadership team, playing a major role in Chili’s growth over the last several years,” says Wyman Roberts, CEO and president. “With 17 years of experience with Brinker and its brands, Michael’s institutional knowledge and loyalty have been invaluable. As we continue to lean into technology and innovation to deliver a great Guest experience, Michael’s insights, passion and vision will continue to help us grow the business and increase brand affinity.”
Breed joined Brinker in 2004 as senior manager of consumer insights. He was promoted to senior marketing director of Maggiano’s in 2008 where he helped transform the brand’s value perception and drive positive traffic. In 2015, he joined the Chili’s brand as senior director of digital innovation where he helped double online revenue for the brand through web and mobile app features including digital curbside, one-tap favorites and third-party delivery.
“I’m proud of my tenure and track record at Brinker and for having the opportunity to work across our portfolio of brands over the years,” Breed said. “I’m looking forward to continuing to differentiate the Chili’s brand from our competitors and to continue growing our virtual brand business by impacting sales, traffic and internal Guest metrics.”
Breed earned a bachelor’s in management science and mathematics and a master’s of science in operations research from Southern Methodist University.