Chili's Grill & Bar has hired 360i as its digital marketing agency, which includes creative and media, following a competitive review.
The casual dining chain has been focusing on offering customers digital experiences such as pay-and-go tabletop tablets at restaurants, the mobile app Skip the Line functionality and its digital loyalty program.
"As part of that, we're excited to partner with best-in-class digital partners, such as 360i, on our digital marketing journey," said Krista Gibson, senior VP-chief marketing officer at Chili's Grill & Bar. "We are excited by their thought leadership in the digital space and understanding of how to make meaningful connections with guests, which is the core purpose of our digital guest experience."
Hill Holliday is the lead agency for Chili's and will not be affected by the recent digital change.
Chili's previously worked with IMM on digital marketing. In a statement, IMM said that it will continue to work with Brinker International on corporate efforts, adding that it also recently did work for the parent company's Maggiano's brand. "We are incredibly proud of our groundbreaking work and our long standing relationship with Chili's, which spanned over seven years. From that relationship sprung our work for other groups within Brinker International, which we are happy to be continuing. We wish our friends and partners on the Chili's team the absolute best in their future endeavors," said Adam Edelman, founder-CEO.
360i President Jared Belsky said in a statement that the agency is excited to work with Chili's because the brand recognizes the important role technology can play in customer interactions.
"We love working with progressive client partners and that's why we're delighted to be working with Chili's, a first mover on adopting guest-centric technologies in the casual dining industry," he said. "We look forward helping them, via smart digital marketing, tell the story of their brand and innovation."
Last spring, Chili's revamped its dishes to make them look better on social media. Since May, the brand has grown from 25,000 followers on Instagram to more than 72,000.
Chili's parent company Brinker International, which also owns Maggiano's Little Italy, spends most of its advertising dollars on Chili's. In 2014, Brinker spent about $120 million on measured media, according to Kantar.