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Chili’s parent Brinker International Inc. eyes virtual restaurant options beyond wingsChili’s parent Brinker International Inc. eyes virtual restaurant options beyond wings

CEO Wyman Roberts says this is ‘just Phase One’ for It’s Just Wings

Ron Ruggless, Senior Editor

October 28, 2020

4 Min Read
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After enjoying a successful summer launch of the delivery-only It’s Just Wings from more than 1,000 brick-and-mortar restaurants, Brinker International Inc. is looking at other brand possibilities and hinting that the chicken-wing concept might have a role outside the virtual world.

Wyman Roberts, CEO and president of Dallas-based Brinker International Inc., reiterated Wednesday that It’s Just Wings, introduced systemwide in late June, is on track to meet the first-year target of $150 million in sales with its exclusive DoorDash partnership.

“I think some folks are kind of looking at doing virtual almost pop-ups that they will use that help them get through COVID, but that’s not our strategy — that is definitely long-term growth vehicle wh...

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About the Author

Ron Ruggless

Senior Editor, Nation’s Restaurant News / Restaurant Hospitality

Ron Ruggless serves as a senior editor for Informa Connect’s Nation’s Restaurant News (NRN.com) and Restaurant Hospitality (Restaurant-Hospitality.com) online and print platforms. He joined NRN in 1992 after working 10 years in various roles at the Dallas Times Herald newspaper, including restaurant critic, assistant business editor, food editor and lifestyle editor. He also edited several printings of the Zagat Dining Guide for Dallas-Fort Worth, and his articles and photographs have appeared in Food & Wine, Food Network and Self magazines. 

Ron Ruggless’ areas of expertise include foodservice mergers, acquisitions, operations, supply chain, research and development and marketing. 

Ron Ruggless is a frequent moderator and panelist at industry events ranging from the Multi-Unit Foodservice Operators (MUFSO) conference to RestaurantSpaces, the Council of Hospitality and Restaurant Trainers, the National Restaurant Association’s Marketing Executives Group, local restaurant associations and the Horeca Professional Expo in Madrid, Spain.

Ron Ruggless’ experience:

Regional and Senior Editor, Informa Connect’s Nation’s Restaurant News and Restaurant Hospitality (1992 to present)

Features Editor – Dallas Times Herald (1989-1991)

Restaurant Critic and Food Editor – Dallas Times Herald (1987-1988)

Editing Roles – Dallas Times Herald (1982-1987)

Editing Roles – Charlotte (N.C.) Observer (1980-1982)

Editing Roles – Omaha (Neb.) World-Herald (1978-1980)

Email: [email protected]

Social media:

Twitter@RonRuggless

LinkedIn: www.linkedin.com/in/ronruggless

Instagram: @RonRuggless

TikTok: @RonRuggless

 

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