Now I'd like to spend a little time sharing our operations obsession metric for fiscal 25. If you recall, our obsession metric for fiscal 23 was manager turnover, for fiscal 24 was hourly turnover, both of which we made significant progress on. For fiscal 25, the obsession metric our vice presidents of operations chose is growing traffic. We now have a joint business plan with our operations leadership to continue to accelerate traffic ahead of the industry which includes an additional simplification as well as an incremental $15 to $20 million investment in labor. We rolled up a new traffic obsession metric at last week's annual general manager conference with the theme, Making Every Guest Count, with content and labor investments focused on driving sustainable traffic growth.

Aug 14, 2024 / receipt, needs a key / Kevin Hoffman, CEO | earnings call 2024-08-14 | transcript d449cdd5-7495-4d91-b7e7-79685a033673 | chars 11177-11965 | segment 11

I think the second thing is we have been putting some investments into TikTok, and some of that obviously is to run the media on TikTok. Some of that is for influencer marketing. And, you know, typically what we're seeing is the organic stuff is what's traveling more, but I do think some of that investment is starting, it starts that flame, right, that gets things going. So I'm obviously not an expert on TikTok and social media marketing, but I would say those are the two things. I think we've got people in place that are now empowered within the framework to win. And then number two, we have put more investment into TikTok and influencer marketing. And we do think that social media is plan is helping us to drive the younger consumer into Chile.

Aug 14, 2024 / receipt, needs a key / Kevin, other | earnings call 2024-08-14 | transcript d449cdd5-7495-4d91-b7e7-79685a033673 | chars 48561-49316 | segment 49

Yeah, so we won't get, like, the current advertising campaign's impact on awareness until a few months after. So I don't have anything to, like, most recently report. I mean, I would assume based on... I think you guys probably see Chili's everywhere, too. I would assume that metric has significantly improved in the last couple months. I will say in... In the July advertising flight, we really didn't see much movement in awareness. Now, that was very low TRP weights versus the March window and the current window that we have today. So it's not like we saw any kind of significant regression or anything. It was basically flat. But I would expect that to continue to close the gap versus our key competitors that spend more during this quarter just based on the sales results and the fact that the quality of the buy.

Nov 1, 2023 / receipt, needs a key / Kevin, CEO | earnings call 2023-11-01 | transcript 332b4670-8dcf-48c8-a332-66bd0955571c | chars 29926-30748 | segment 30

We're being very diligent, and I think one of the things that comes with waves is You get less travel, less meetings, you know, all those kinds of things that flow into that G&A side of the equation.

Feb 2, 2022 / receipt, needs a key / Joe, other | earnings call 2022-02-02 | transcript 096306d6-3af3-4215-a265-075a7b5368f4 | chars 48433-48632 | segment 48

And we didn't, you know, normally when we do something like that, we put our culinary people out in the field and, you know, travel stopped. So we said, listen, let's just take it to Dallas. So we tested this thing in seven restaurants in Dallas for about two months.

Aug 12, 2020 / receipt, needs a key / Gregg R. Anawit, CFO | earnings call 2020-08-12 | transcript d243c823-f55f-4ee4-83dc-b128a95a5703 | chars 47416-47683 | segment 48

SALES LEVERAGE LEADS TO DECREASE IN Q2 LABOR COST

ir_statement / Sep 16, 2026 / receipt

Q2 RESTAURANT EXPENSE SLIGHTLY HIGHER YOY

ir_statement / Sep 16, 2026 / receipt

Q4 RESTAURANT EXPENSE SLIGHTLY LOWER YEAR OVER YEAR

ir_statement / Sep 16, 2026 / receipt

DECREASE IN Q3 FOOD COST DRIVEN BY PRICE/MIX

ir_statement / Sep 16, 2026 / receipt

WAGE AND SALARY INCREASES OFFSET BY SALES LEVERAGE

ir_statement / Sep 16, 2026 / receipt

Q4 SALES LEVERAGE LED TO LABOR DECREASE DESPITE HIGHER HOURLY LABOR, BONUS & SALARIES

ir_statement / Sep 16, 2026 / receipt

SALES LEVERAGE LEADS TO DECREASE IN Q3 LABOR COST

ir_statement / Sep 16, 2026 / receipt

SALES LEVERAGE DRIVES SIGNIFICANT DECREASE IN Q3 RESTAURANT EXPENSE

ir_statement / Sep 16, 2026 / receipt

SALES LEVERAGE LEADS TO DECREASE IN Q4 LABOR COST

ir_statement / Sep 16, 2026 / receipt

SALES LEVERAGE DRIVES SIGNIFICANT DECREASE IN Q4 RESTAURANT EXPENSE

ir_statement / Sep 16, 2026 / receipt

SALES LEVERAGE LEADS TO DECREASE IN Q1 LABOR COST

ir_statement / Sep 16, 2026 / receipt

SALES LEVERAGE DRIVES SIGNIFICANT DECREASE IN Q1 RESTAURANT EXPENSE

ir_statement / Sep 16, 2026 / receipt