A Little Off The Plate: Brinker Trims Portions, Prices
22 4월 2009 - 1:58AM
Dow Jones News
Brinker International Inc. (EAT) is shedding more than just
sales and customers during the recession, offering both lower
prices and smaller portions that the casual-dining chain hopes will
resonate with thrifty consumers.
As a debt-fueled consumer-spending binge spurred restaurant
sales earlier this decade, casual-dining chains grew accustomed to
offering generous portions to guests. As those same consumers
shrank their spending in the economic meltdown, many began to think
they were paying too much money for too much food.
Brinker is bowing to diners who don't want to spend as much and
are willing to give up some of the gut-busting portions by taking
some of menu favorites and offering smaller portions. Chili's Grill
& Bar recently started selling a mini-burger dish with just two
"Big Mouth Bites" and fries for $5.99, $2.50 cheaper than the
regular portion with four mini-burgers.
"When you marry the 'I want to spend less' with 'I don't want as
much,' it gives us the chance to serve the same great food, just in
portions that are more reasonable and at a more reasonable price,"
Brinker Chief Executive and Chairman Doug Brooks said on an
earnings call.
The lower-priced and -sized additions are happening up and down
the menu across all three of Brinker's casual-dining brands,
including appetizers and drinks.
Investors worry that such moves will have a negative impact on
profits and sales, since consumers are spending less money and
restaurants have a bevy of fixed costs like real estate and labor.
Some are also concerned that it will cheapen the brand and
customers will grow accustomed to paying less when going out to
eat.
But casual-dining chains have seen falling traffic and sales for
more than two years amid a consumer spending slump. They are taking
drastic measures to win back customers, offering lower price, free
items and two-for-one deals. That has helped stabilize sales
declines, with same-store sales down 4.9% in March, according to
Knapp-Track data, similar to declines in the prior two months.
With expectations for slower sales, restaurants have taken the
knife to costs, helping some to post upside surprises in recent
earnings reports.
Cost savings helped Brinker top third-quarter earnings
estimates, which the company disclosed details of Tuesday after
pre-releasing per-share earnings earlier this month.
The chain saw lower labor costs for employee turnover, reducing
hiring and training expenses. The company is also delaying opening
new company-owned restaurants for at least 18 months, which
eliminates costs related to finding and developing sites, and it
closed several underperforming stores.
Other changes are coming out of the kitchen, helping Brinker
lower both food costs and cut back on waste.
Employees now slice onions for its "onion strings" in the
restaurant, and bartenders use a new tequila brand that allows it
to sell a lower-priced margarita. Dishes also come with smaller
dollops of dipping sauces, but servers will bring more if customers
ask.
"Seemingly small changes like these add up to a large savings on
cost of sales without compromising the guest experience," Finance
Chief Charles Sonsteby said.
Brinker shares were down 9 cents in recent trading at $18.20.
Shares have rallied more than 70% so far this year, as investors
have seized on less dour commentary from Brinker and other casual
dining chains.
Shares of Darden Restaurants Inc. (DRI), Brinker's fellow
casual-dining giant, fell 15 cents to $38.83. Darden shares are up
more than 37% year-to-date.
The broader market indexes, meanwhile, were up. The S&P 500
was up 1.2% while the Dow Jones Industrial Average rose 0.9%.
-By Paul Ziobro, Dow Jones Newswires; 201-938-2046;
paul.ziobro@dowjones.com