Chili's Adds Delivery, Partners with DoorDash
Brinker International Inc., the parent company of Chili's and Maggiano's Little Italy, has entered into an exclusive agreement with DoorDash, for door-to-door delivery."We chose DoorDash as an exclusive partner because they have a leading market share in areas where Chili's restaurants are located and have a fast growing delivery platform," said Wyman Roberts, CEO of Brinker and president of Chili's. "While we tested delivery with several partners, DoorDash integrated seamlessly into our operations, demonstrated the ability to drive incremental sales and provided a consistent guest experience."
Chili's has generated more than $330 million in annual off-premise sales at corporate owned restaurants, which contributed to approximately 13% of the brand's total sales in the U.S. as reported at the end of the last fiscal quarter. The brand also grew to-go business by 17.2% in its third quarter. To improve its off-premise strategy, Chili's launched a mobile and web application for online ordering, improved to-go packaging and built integrated direct marketing capabilities for its more than six million guests that have joined the My Chili's Rewards loyalty program. About 1,000 Chili's locations will be offering delivery through DoorDash.
Chili's expects its national partnership with DoorDash to accelerate its omnichannel leadership, drive continued sales growth by levelling the convenience playing field with fast casual and quick service restaurants, and further strengthen the brand.
Maggiano's has also exclusively partnered with DoorDash for delivery services, and the DoorDash systems will be integrated with Maggiano's POS in the coming months.