George Felix knows how to make legacy brands feel unapologetically modern. As Chief Marketing Officer at Chili’s, and former marketing leader at Pizza Hut and KFC, he’s built a career on bold ideas that spark conversation—without losing sight of what makes a brand iconic. In this conversation with Ryan and Billy Collins, George shares how Chili’s is embracing its irreverent voice while staying rooted in what people love about the brand. He explains how the best marketing blends gut instinct with creative testing, why a winning campaign starts with internal alignment, and how the best insights often come from spending time in restaurants, not just reading decks. He also reflects on the evolution of brand-building in the digital era—and why trust, taste, and timing are everything when you're trying to break through.