As one of the biggest restaurant company, Brinker build complete network with investors. If you check their website, you can see the annual financial reports from 2001 to 2010. They know how to use advantage of internet to build IR program. There is the website which Brinker International, Inc. builds for IR:
http://phx.corporate-ir.net/phoenix.zhtml?c=119205&p=irol-irhome
The following chart is Brinker’s everyday stock performance shows on their website for all the investors and stockholder to easily get the latest update financial performance.
I was really surprised and happy to see how Brinker International Inc. build such completely IR grogram. Let all shareholders to know details of their annual performance.
Reference
http://www.brinker.com/company/default.asp
The public is extremely perceptive in interpreting communication. Thus, it is important for an organization to be forthcoming with information and transparent in their communication strategy. Otherwise, paranoia can result and cause the public not to trust the organization. It appears that Chili’s has done an exceptional job at communicating information to their shareholders as well as the general public, who have the potential to become shareholders. It is not enough for companies to only provide a quality product or service anymore. It must also provide information regarding its products and services. Kudos to Chili’s for taking this to heart and working to provide quality information along with their quality service!
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