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Chili's Grill & Bar

Emerging Brands

Chili's adds a takeout option for its virtual concept, It's Just Wings

The chicken wing concept now lets customers place pickup orders through Google and Google Maps.


With help from a virtual brand, Chili's sees near-normal sales in January

Parent Brinker International revealed plans to expand It's Just Wing's reach and to digitize more of the Chili's experience.

Same-store sales have slipped during the period from -1% to -12.3% and parent Brinker International is pulling back quarterly guidance.

Neighborhood Wings by Applebee's is currently being tested in 700 locations, with a rollout expected in the first quarter of 2021.

Brinker International is looking at ideas to expand the virtual concept and the company is considering other delivery-only concepts..

The casual-dining chain is ramping up R&D to set its wings soaring above the rest.

Brinker International's first venture is already generating sales at the rate of $150 million a year, and several more brands are in test.

Rita Patel has also worked on beer and liquor brands.

It's Just Wings will provide its signature product from the kitchens of Chili's and Maggiano's.

Takeout and delivery have helped many of the segment's big brands weather the lockdown of dining rooms. Will that momentum continue?

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