Chili’s Social Competitive Round-up 5/18 - 5/24 EXPANDED COMPETITIVE SET Our competitive landscape has broadened as we have moved to 100% off-premise. 3 KEY OBSERVATIONS: What are we seeing? 1 2 Reopening has arrived: This week many of our competitors came out with their first “we’re back” messages on social — mostly using similar “you’ll notice a few changes” language. Examples: McDonalds, TGIFriday’s, Applebee’s, Starbucks We still love COVID memes: Just because things are reopening doesn’t mean the COVID memes are slowing down. This week saw three brands post the “plans vs 2020” meme. Burger King even did it twice. Examples: Burger King, Buffalo Wild Wings, Chipotle 3 KEY OBSERVATIONS: What are we seeing? 3 More missed milestones: Grads got some love from brands this week with gift card promotions and posts acknowledging the milestone. Examples: Chili’s, Chipotle, Olive Garden, Wendy’s IMPLICATIONS: What does it mean for Chili’s? Balancing caution with personality: When we posted our Chili’s safety message a few weeks back, we avoided “covid-isms” in a way our competitors did not. Their posts were responsible and clear (as was ours) but are just more of the same serious and bland tone that consumers are tired of when it comes to all things COVID. We’ll continue to balance caution and clarity with our upbeat personality as we move through re-emergence. Timely memes just work: We know from our own work that the right meme at the right time can go a long way. The same is true for our competitors. During COVID memes seem to summarize the consumer conscious in a way that’s hard to beat, so we’ll continue to leverage when appropriate, without jumping on every meme bandwagon. WINNERS OF THE WEEK This week’s stand out players and posts Chipotle hits at human truth with a simple and weirdly adorable low-fi image Chili’s starts a new trend (Margbombing) in a way that is entertaining and unexpected Wendy’s keeps their presence on Twitch fresh with a special event COMPETITOR COMMUNICATIONS 5/18 - 5/24 CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY We Could All Use A Marg Food Craveability Brand Meets Culture In-Home Experience OFFER (FOOD OR PRODUCT) Two $10 e-bonus gift cards Margaritas To-Go 3 for $10 BRAND ACTS OF GOODWILL/ HOPEFUL ACTION Crispers Petition Love Notes (TM Support) CHILI’S ● Olive Garden ● Panera Bread ● Applebee’s ● TGI Fridays ● Buffalo Wild Wings ● Texas Roadhouse ● Taco Bell ● McDonalds ● KFC ● Chipotle ● Wendy’s ● Starbucks ● Burger King ● Culvers COMPETITORS CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY ToGo ordering Car side pickup OFFER (FOOD OR PRODUCT) Buy one take one BRAND ACTS OF GOODWILL/HOPEFUL ACTION Unique breadstick content on each platform. OLIVE GARDEN APPLEBEE’S CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY The Great American Takeout To-Go/Carside/Delivery Safety OFFER (FOOD OR PRODUCT) BRAND ACTS OF GOODWILL/HOPEFUL ACTION #TheGreatAmericanTakeout Same content across FB IG and TW. TGI FRIDAYS CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY Curbside Pickup/To-Go Beer and Wine To-Go/Curbside Happy Hour Craveable Cocktails To-Go Cinco De Fridays OFFER (FOOD OR PRODUCT) Free Kids Entree w/ Order of $20+ 25% Off Platters and Family Meal Boxes BRAND ACTS OF GOODWILL/HOPEFUL ACTION #ThanksHealthHeroes / #FridaysFam Same content across FB IG and TW. TEXAS ROADHOUSE CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY Curbside To-Go Kids Entertainment OFFER (FOOD OR PRODUCT) N/A BRAND ACTS OF GOODWILL/ HOPEFUL ACTION #ArtistoftheMonth No new posts on IG. MDW tweet on TW only. BUFFALO WILD WINGS CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY Takeout/Delivery #SportsLiveOn Brand Meets Culture OFFER (FOOD OR PRODUCT) 30 wings and fries $24.99 Wing Bundles Starting at $9.99 BOGO WIng Tuesday BOGO Boneless Thursday BRAND ACTS OF GOODWILL/HOPEFUL ACTION DoorDash Lunchroom One influencer post on IG. Fansus, Memes , and #TheMatch on TW. Only Fansus on FB. CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY Delivery/Pickup/Drive-Up/Drive-Thru Comfort & Distraction Panera Grocery OFFER (FOOD OR PRODUCT) Family Feast for $29 Free Delivery until 4/15 20% Off Gift Cards BRAND ACTS OF GOODWILL/HOPEFUL ACTION #SeeAPlateFillAPlate Same content across FB, IG and TW. #SeeAPlateFillAPlate on FB only. Meme retweet on TW only. PANERA BREAD TACO BELL CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY Drive Thru Open Quarantine Brand Meets Culture Contactless Service/Safety OFFER (FOOD OR PRODUCT) Free Delivery on orders $12+ on GrubHub $10 Cravings Box BRAND ACTS OF GOODWILL/ HOPEFUL ACTION #Drive #AtHomeWithTacoBell Influencers on IG only. Nachos and Freeze on FB and TW. MCDONALD’S CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY Social Distancing Thank You OFFER (FOOD OR PRODUCT) Free meals for healthcare workers BRAND ACTS OF GOODWILL/HOPEFUL ACTION McFamily Same content across FB and IG. McFamily on TW only. KFC CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY Open for takeout OFFER (FOOD OR PRODUCT) $20 Fill Up $30 Fill Up BRAND ACTS OF GOODWILL/ HOPEFUL ACTION Donating meals to healthcare workers Same content across IG, FB and TW CHIPOTLE CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY Free Delivery Memes OFFER (FOOD OR PRODUCT) n/a BRAND ACTS OF GOODWILL/HOPEFUL ACTION 100,000 burritos to medical professionals Chipotle After Party (Prom) New filter on IG Stories Memes on IG and TW. Only e-gift card on FB. WENDY’S CHANNELS Link to Website Link to Instagram Link to Twitter Link to Facebook CORE MESSAGES PER DAY Breakfast OFFER (FOOD OR PRODUCT) Free Breakfast Baconator with the app Honey Butter Chicken Biscuit 2 for $5 BRAND ACTS OF GOODWILL/ HOPEFUL ACTION Send your friends free nugs - Postmates Graduation on IG. Bacanator Breakfast an poll only on FB. Nuggets, Breakfast and Ultimate Invitational on TW.