From Pioneer to People’s Favourite

When Brinker International opened its first Chili's restaurant in Cairo in 1994, the US company was pretty much first to the market: McDonald's wasn't there, and Pizza Hut and KFC were the only major Western brands who had ventured into Egypt before. A challenging educational process lay ahead. 15 years later, the market has greatly matured. Now counting 64 restaurants (59 Chili's) in the Middle East, Brinker has developed effective tools for upholding brand standards and unifying communication efforts throughout the region.
 
"Chili's had to spearhead for Western foodservice and casual dining," remembers Don Reagan, Regional Vice President Europe & Middle East. Queuing up when all tables are full, giving your name to a hostess, and being seated instead of rushing to a recently vacated table - all this was new to the Egyptian customer. So, they needed to be educated. "The first weeks in 1994 were  challenging," says Reagan in retrospect. 
 
A lot has happened since then. As many Western brands have ventured into Middle Eastern markets, Western company standards and related behaviours have become a second nature to the local customer. Just like American or European products, restaurant brands are quality identifiers to people in the region. "As for Chili's we notice a downright brand love," says Claudia Schaefer, Vice President Global Marketing. "Brand re - cognition is very high, even in markets that we have not entered yet." Evidently, people know the grill and bar concept from travels in the Gulf region. So, when Chili's opened its first store in Jordan in September 2009, "people already knew how to use us and what to expect from us." But what do they expect? "An original American dining experience," says Reagan. That's what Brinker has been trying to offer Middle Easterners since 1994. Accordingly, the Chili's restaurants in the region are modeled after their US counterparts, with only minor cultural modifications (e.g. no pork dishes, no alcohol except in Lebanon). Though sometimes  very localized products are launched in regional culinary test restaurants, the majority of the menu are core items such as burgers, sandwiches or fajitas - mostly sourced directly from the United States. "International menus embrace regional and cultural preferences in each country, but stay true to Chili's Southwest American taste profile," Reagan justifies the focus on original Chili's products.