Monster Digital Restaurant Lead

Steve’s breakdown: Brinker has a new chief digital officer. When you couple that with the comeback of the Baby Back jingle campaign, I think we see a major opportunity in the digital marketing space. Here’s his email address wade.allen@brinker.com.

DALLAS, TX: Wade Allen replaces David Doyle and will lead creation of a “seamless” digital experience

Brinker International Inc. has promoted Wade Allen to chief digital officer, the company said Tuesday, replacing David Doyle, formerly chief information officer, who is retiring after more than 23 years with the company.

Previously, Allen was vice president of digital guest experience, a position he held since joining Dallas-based Brinker in 2014. Prior to that, he was president of CouponFactory, a subsidiary of Rockfish Interactive.

Brinker, the parent company of Chili’s Grill & Bar and Maggiano’s Little Italy, said in a release that Allen would lead the creation of “a seamless, efficient end-to-end digital experience.”

“We are fortunate to reach within Brinker’s talented senior leadership team time and time again,” Brinker president and CEO Wyman Roberts said in a statement. “Wade’s deep knowledge of our strategic initiatives coupled with his industry expertise made it an easy decision for him to lead the evolution of our digital efforts.”

Brinker has long been a leader in using digital technology and started tested table-top tablets in 2013. Now a feature at Chili’s restaurants across the country, they are available for ordering, payment, coupon redemption and links to loyalty programs.

The company is currently testing hand-held tablets for waiters at its California locations.

Brinker has 1,682 Chili’s locations and 52 Maggiano’s Little Italy restaurants.

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