Brinker International, Inc. EAT is expanding Chili’s growth strategy beyond its highly successful chicken sandwich platform by targeting a valuable customer group: young families. Management said the company has launched a revamped kids menu to attract more families, responding partly to growing social-media interest in Chili’s among children and youth groups.
The updated menu brings back Grilled Chicken Tenders, which management described as a parent-and-kid favorite. Chili’s also plans to add mini Moltens and cheese quesadillas, while new floats featuring Blue Bell ice cream and a kid-focused Shirley Temple mocktail broaden the offering.
This initiative comes as Chili’s already has strong traffic momentum. Fourth-quarter fiscal 2026 comparable sales rose 5.6%, including 1.5% traffic growth, while July sales and traffic accelerated further. The brand also ended fiscal 2026 with its 21st consecutive quarter of same-store sales growth.
For EAT, the kids menu could become a longer-term traffic engine if families return frequently and children develop an affinity for the brand. However, management has not quantified the expected sales contribution, making execution and sustained customer adoption key factors to watch.
Overall, the move fits Chili’s broader strategy of bringing in new guests and giving them more reasons to return, potentially strengthening the brand’s traffic trajectory beyond its current menu-led momentum.
Family Dining Competition: Can EAT Keep Its Traffic Edge?
As Chili’s looks to strengthen its appeal among families, Darden Restaurants DRI and Bloomin’ Brands BLMN are two relevant competitors. Darden Restaurants operates family-oriented casual dining concepts, including Olive Garden, which competes for occasions where value, broad menus and family appeal influence restaurant choice. Its scale and established brand recognition could make Darden Restaurants a formidable rival for family traffic.
Bloomin’ Brands, through Outback Steakhouse and other concepts, also competes for casual family dining occasions. Outback’s broad menu and group-oriented dining experience provide another alternative for households seeking an affordable sit-down meal.
For EAT, the revamped kids menu adds another lever to differentiate Chili’s while complementing its value positioning. Management’s focus on attracting young families could help generate repeat visits if children become familiar with and enthusiastic about the brand. Still, sustained traffic gains will depend on menu execution, value and the broader guest experience rather than the kids offering alone.
EAT’s Price Performance, Valuation and Estimates
Brinker’s shares have gained 47.5% over the past six months, against the industry’s 13.6% decrease.
Price Performance
Image Source: Zacks Investment Research
In terms of its forward 12-month price-to-earnings ratio, EAT is trading at 15.85, down from the industry average of 21.33.
P/E (F12M)
Image Source: Zacks Investment Research
Over the past 30 days, the Zacks Consensus Estimate for EAT’s fiscal 2026 earnings per share has increased, as shown in the chart.
Image Source: Zacks Investment Research
EAT currently carries a Zacks Rank #2 (Buy). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
Zacks' Research Chief Names "Stock Most Likely to Double"
Our team of experts has just released the 5 stocks with the greatest probability of gaining +100% or more in the coming months. Of those 5, Director of Research Sheraz Mian highlights the one stock set to climb highest.
Of course, all our elite picks aren't winners, but this one could far surpass earlier Zacks' Stocks Set to Double like D-Wave Quantum, which shot up +680.1%.
Free: See Our Top Stock And 4 Runners UpWant the latest recommendations from Zacks Investment Research? Today, you can download 7 Best Stocks for the Next 30 Days. Click to get this free report
Brinker International, Inc. (EAT): Free Stock Analysis Report
Darden Restaurants, Inc. (DRI): Free Stock Analysis Report
Bloomin' Brands, Inc. (BLMN): Free Stock Analysis Report
This article originally published on Zacks Investment Research (zacks.com).