US restaurant chain seeks agency to build UK empire

US restaurant giant Chili’s, which has opened its first outlet in the UK, is seeking an agency to help it build a business with 100m-a-year turnover.

The chain of licensed family restaurants serves Tex Mex and grilled food and has 420 restaurants in the States, with other outlets in Australia, Singapore, Malaysia, Canada, Mexico and France.

In the UK, the chain is being operated by a newly-formed company called Restaurant House, headed by Colin Halpern, who took control of the Domino’s Pizza chain in December 1993.

The company is understood to have talked to a number of agencies about developing an advertising strategy. The advertising spend is thought to be about 1m.

The Chili’s restaurant opened in Canary Wharf last month, and the chain is looking to open 32 more, each with a planned turnover of 3m.

Chili’s was developed in the US by Brinker International, which operates a number of restaurant chains. Restaurant House is also planning to launch Brinker’s Italian format, Spageddies Italian Kitchens.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here