It’s not a good time for chain restaurants—TGI Fridays, Dennys, Souplantation, Red Lobster, Buca di Beppo, and so many others have either closed locations, filed for bankruptcy, or simply closed down completely. But one chain is thriving against the odds thanks to a resurgence of popularity on social media and incredible value for money—good old Chili’s, which reported a 14% comparable sales growth in the last quarter. “We have been really winning in the industry,” CEO Kevin Hochman tells Yahoo Finance. “Here’s the reality: we’re leading the industry on value.” The customers seem to agree. Here’s why Chili’s is bucking the trend and going viral.
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Big Smasher and Triple Dipper
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Chili’s has some incredibly affordable budget-friendly meal deals that have helped spike sales by 70% over the last year. The $10.99 Big Smasher meal deal is a direct challenge to the McDonald’s Big Mac, with “twice the beef”. Then there is the Triple Dipper platter, where you get three appetizers and sauces for less than $20 (it’s already a TikTok sensation).
Restaurant Wars
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Chili’s and Applebee’s have been mock-feuding on social media, comparing their meal deals and food quality. “$9.99 The Really Big Meal Deal >>>>> that other $10.99 deal,” Applebee’s posted on X without tagging Chili’s. Chili’s responded with “@ us next time… don’t forget, our 3 for $10.99 comes with bottomless drinks, UNLIMITED chips and salsa, and a Big Smasher with fries. y’all could literally never.” It’s all in good fun, says Chili’s Chief Marketing Officer George Felix, telling CNN “It’s no secret that we like to have a little fun on our social channels, and we are extremely passionate about making sure our guests are truly getting the best value in casual dining.”
The Fans Love It
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Chili’s fans have been posting pictures of their food online, including on the official Chili’s subreddit. “Obsessed with Honey 🍯 Chipotle Triple Dipper,” one customer said on Reddit. “Ever since I tried the Honey 🍯 Chipotle Triple dipper on the mozz & chicken crispers I literally crave this exact meal! This is my pic from our most recent visit a few days ago. I even dip my burger bites in the honey chipotle sauce! Sooooo good! My new favorite meal!”
How Is Chili’s Doing It?
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According to Hochman, Chili’s success is down to the basics: Great food and service, enhanced labor practices, and facility upgrades to make the overall experience worth going out. “We’ve been in the gym for the last 2½ years…we’re built now to win,” Hochman says. “We’re taking ideas from the teams, putting them into restaurants, and seeing record guest metrics.”
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Value For Money
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Customers agree the chain offers tremendous value for money. “Chili’s is the spot,” one Redditor says. “The 3 for Me advertising campaign brought myself and my wife in and we had such a great experience we decided to become regulars. We have since met up with friends two more times there for some nice Friday dinners and we have ordered it for takeout three times. Quality is good, value is there, and those little burgers are my kryptonite. We are fans.”
Happy Employees
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Employees at Chili’s are happy with the support they are now getting from corporate. “We’ve just seen such a turnaround… from the support we get from our bosses to the technology, the culinary innovations, all of those things. It made Chili’s fun again,” Joe Wilson, managing partner of a Chili’s in East Rutherford, New Jersey, tells CNBC.