Chili's reaches 50 in the Middle East

Chili's opened its first restaurant in the region 14 years ago in Cairo-Egypt and has expanded its presence in the region exponentially ever since.

Today, the brand is the market leader in its industry in the Middle East with more than twice the number of restaurants than its closest competitor.

Expansion plans include new market penetration in the next 12 months.

Chili's operates in 8 countries in the region: UAE, Oman, KSA, Qatar, Kuwait, Bahrain, Lebanon and Egypt.

The dining giant is now set to open more restaurants in existing markets as well as Jordan, Morocco and Turkey in the next 12 months.

The brand managed to outdo competition across existing markets but insists on maintaining continuous efforts to stay close to their consumers.

'For the first time last year, we initiated a regional brand campaign as we felt the brand had evolved and needed to engage with its target audience in an even closer way' says Greg Walther, President International Business Development, Brinker.

'Last year, we introduced the tagline 'No One Does It Like Chili's'. Our aim is to communicate the high quality of the food and overall experience, and to position Chili's as the place to gather for fun with family and friends. This is crucial in the Arab world'.

This year, Chili's is set to roll out an innovative communication plan that will put interaction with the consumers at the forefront of all activities, aiming at reinforcing the bond between the brand and its audience.

A bespoke digital platform for the Middle East will also ensure broader communication with Chili's consumers.

Community involvement will also play an important role in 2009.

The 50 restaurants milestone was celebrated yesterday in the Dubai Festival City branch in pure Southwestern style. 50 guests created their own Fajita for a chance to win an experience worth $1000 and an invite for 10 at Chili's to do it all over again.

Fajitas always were Chili's best selling item across the world and is now being promoted starting July 15th with diners offered the opportunity to create their own Fajita with over 600 combinations to choose from.