Brinker International’s Approach to Plant-Based and Dietary-Inclusive Menu Items

Brinker International’s Approach to Plant-Based and Dietary-Inclusive Menu Items

As diners increasingly seek healthier, sustainable, and allergy-friendly options, Brinker International—the parent of Chili’s Grill & Bar and Maggiano’s Little Italy—has made plant-based and dietary-inclusive menu innovation a strategic imperative. By combining culinary creativity, consumer research, and supply-chain partnerships, Brinker delivers choices that satisfy vegan, vegetarian, gluten-free, and other special-diet guests without compromising on flavor or experience.

Below, we dive into Brinker International’s multi-pronged strategy for expanding dietary-inclusive offerings across its brands.

1. Consumer-First Research & Trend Analysis

Why It Matters:
Understanding which dietary trends will stick vs. passing fads guides R&D investment.

• Loyalty Program Insights: Analysis of My Chili’s Rewards data identifies rising plant-protein orders and repeat vegan requests.
• Market Surveys & Panels: Quarterly research gauges interest in gluten-free pasta at Maggiano’s and Meatless Monday promotions at Chili’s.
• Competitive Benchmarking: Evaluates peer offerings—from jackfruit tacos to cauliflower crusts—to ensure Brinker stays ahead.

2. Culinary R&D for Plant-Based Proteins

Key Initiatives:

• Prototype Development: Brinker’s R&D kitchen tests a rotating lineup of meat alternatives—Beyond Burger, Impossible™ beef, seasoned jackfruit, and chickpea “crumbles.”
• Flavor & Texture Tuning: Culinary scientists adjust marinades, cooking techniques, and binders to deliver satisfying “bite,” juiciness, and umami.
• Pilot Launches: Limited-time plant-based entrées trialed in select markets, measuring attach rate, guest feedback, and operational feasibility.

Example:
– Chili’s Beyond™ Fajita Bowl rolled out as an LTO after achieving a 22% attach rate in test kitchens.

3. Allergen Management & Gluten-Free Options

Approach:

• Dedicated Prep Zones: In both Chili’s and Maggiano’s test kitchens, allergy-safe lines prevent cross-contact for gluten-free breads, pastas, and sauces.
• Menu Labeling: Clear icons denote vegan (🌱), vegetarian (🥕), and gluten-free (🚫🌾) choices, plus detailed allergen guides in-restaurant and online.
• Staff Training: Servers complete e-learning modules on cross-contact prevention, ingredient sub-stitutions, and communicating allergen risks.

4. Customizable, Build-Your-Own Platforms

Digital & In-Restaurant Tools:

• App-Based Builders: Guests assemble bowls, salads, or flatbreads—selecting base, protein (including plant-based), vegetables, and dressings.
• Tableside Kiosks: Allow diners to swap out ingredients—for example, substituting zucchini noodles at Maggiano’s for gluten-free diners.
• Interactive Allergy Filters: Online ordering platforms hide or highlight menu items based on dietary preferences in real time.

5. Supply-Chain Partnerships for Quality & Scale

Partner Criteria:

• Nutrition & Sustainability Standards: Vendors must meet non-GMO, responsibly sourced, and organic thresholds.
• Operational Reliability: National distribution ensures every restaurant can access consistent, fresh plant-based proteins.
• Innovation Collaborations: Brinker works with suppliers on pilot programs—for example, testing pea-protein “meatballs” for Maggiano’s pasta dishes.

6. Measuring Success & Continuous Improvement

Data Sources: POS integration, guest surveys, kitchen time-studies, and loyalty-program analytics.

Final Thoughts

By combining consumer insights, dedicated R&D, rigorous allergen protocols, digital customization, and strategic partnerships, Brinker International ensures that plant-based and dietary-inclusive menu items delight modern diners while maintaining operational efficiency. As dietary trends evolve, Brinker’s approach—rooted in data and culinary excellence—positions Chili’s and Maggiano’s to serve every guest with confidence and flavor.

✔️ Research-backed trend analysis
✔️ Prototyping of multiple plant-based proteins
✔️ Robust allergen management and clear labeling
✔️ Customizable digital ordering for special diets
✔️ Scalable supply-chain collaborations