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Brinker International SWOT & PESTLE Analysis

ID : 52959253| Jun 2021| 20 pages

COMPANY PROFILE -Brinker International

Business Sector :Restaurant, Hospitality

Operating Geography :United States, North America, Global

About Brinker International :

Brinker International, Inc. is a global hospitality corporation headquartered in Dallas, Texas U. S. that operates the Chili's and Maggiano's Little Italy restaurant chains. In 1991, Norman Brinker founded the company and it now owns, runs, or franchises 1,672 restaurants around the world under the names Chili's Grill & Bar and Maggiano's Little Italy. Big Red Chili Pepper, which popularised fajitas and transformed an onion into a work of art, is one of the company's brands. It smokes its meats in-house daily and makes its famous chips from scratch every day. Another brand of the company includes "mangiare bene" which means "to eat well." It believes in sharing the foods that its customers enjoy with their friends and families in a welcoming environment. The company has more than 50 locations where customers can enjoy authentic Italian-American cuisine prepared from scratch. In April, 2021 Chili's launched the "HIDE AND CINCO" scavenger hunt for Cinco De Mayo in which five piñatas were hidden in five cities around the country, with each piñata containing a $500 Chili's gift card and an exclusive brand for its participating customers.
Brinker International's Unique Selling Point or USP lies in it being one of the world's largest casual dining restaurant businesses, with over millions of followers across the three most popular social media platforms: Facebook, Twitter, and Instagram. On these channels, there is a high degree of customer involvement. Brinker International's mission statement reads, "Serving the world a great taste of life through the power of welcome®, begins and ends with the smart and talented people at Brinker. They are the ones who drive operational excellence, culinary innovation, value for our guests and, ultimately, positive growth for our company".

Brinker International Revenue :


USD 3,079 million - FY ending 31st June 2020 (y-o-y growth -4.33%)
USD 3,218 million - FY ending 31st June 2019

Competitive Analysis of Brinker International

SWOT
PESTLE

The SWOT analysis for Brinker International is presented below in a matrix followed by the detailed analysis report

StrengthsWeaknesses
1. Huge restaurant franchise across multiple countries
2. Strong financial performance compared to peers in the restaurant industry
3. Leads industry in employee retention and skill advancement programs
4. Quality brands with leading attributes and the ability to leverage scale
1. Brinker’s franchises are facing multiple lawsuits for labor wage issues
2. Franchise’s business is impacting from unclean kitchen’s issues
OpportunitiesThreats
1. Leverage digital transformation and customer’s growing social media use
2. Restaurant industry is expected to see stable sales rise from 2021 in US
3. E-commerce food delivery is seeing exponential growth, to reach $200 billion by 2025
1. Agricultural sector disruptions post pandemic
2. Food supply chain and retailers are incurring higher costs due to pandemic
3. Increased threat of cyberattacks for the novel digital business model
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Brinker International

Strength

1. Huge restaurant franchise across multiple countries: Brinker with its two casual dining restaurant brands Chili’s® Grill & Bar and Maggiano’s Little Italy®, has established a vast portfolio of franchise across 28 countries including two territories from US. A total portfolio of 1665 hotels serve about 1 million customers per day. The Chili’s has in total over 65K workers worldwide running about 1612 restaurants with about 350 restaurants in the US. On the other hand Maggiano’s Little Italy has 53 working restaurants as of 2021. In 2019, Brinker added additional 116 Chili’s restaurants to the portfolio by acquiring ERJ dinning franchise. At the global level, Brinker offers food courts in malls, and airports ranging from 100 to 400 square meters shops. With franchise model, Brinker is able to expand and reduce its restaurants quickly and generate steady cash flow.

2. Strong financial performance compared to peers in the restaurant industry: Brinker has managed to financially outperform the restaurant industry during Covid-19 pandemic. The franchise model has helped Brinker to serve guests during pandemic due to efficient use of technology, trainings, and online mobile app-based order systems. About 50% revenue generated during pandemic was from off-premises sales. Brinker has higher interest coverage ratio at 0.62 than industries -1.43, suggesting that Brinker’s ability to meet its interest payments and any debts is significantly higher than other restaurant franchises. Effect of Covid-19 on revenue year on year growth was minimal to 4.33% with a revenue of USD 3,079 millions in 2020. Comparing to the restaurant industry, Brinker is rated higher and financial condition is better than half of the companies in the food business. The company has achieved a consistent growth in EPS with EPS standing at $3.93 at the end of FY19 with a 13% CAGR over the decade.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Panera bread
  • Bloomin' Brands Inc.
  • Applebee's
  • Ruby Tuesday
  • Wendys
  • ARK Restaurants Corp.
  • O'Charley's

Major Brands :

  • Chili’s® Grill & Bar
  • Maggiano’s Little Italy®
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TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?

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References used in Brinker International SWOT & PESTLE Analysis Report

1. About Us- https://brinker.com/welcome
2. Brinker International Acquires 116 Franchised Chili's Restaurants - https://www.franchising.com/news/20190905_brinker_international_acquires_116_franchised_chil.html
3. Brinker International, Inc. (EAT) financial analysis and rating - https://www.readyratios.com/sec/EAT_brinker-international-inc
4. Brinker Launches No-Cost Education Program for Chili’s and Maggiano’s Employees - https://www.fsrmagazine.com/chain-restaurants/brinker-launches-no-cost-education-program-chilis-and-maggianos-employees.
5. Investor Day August 2019 - https://investors.brinker.com/static-files/ae09065b-e37b-47da-8611-5a30254a717e
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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In-text: (SWOT & PESTLE.com, 2021)

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Brinker International SWOT and PESTLE Analysis has been conducted by Rakesh Shewale and reviewed by senior analysts from Barakaat Consulting.

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