- Chili’s is seeing a surge in popularity, spurred by TikTok, price cuts, and menu changes. Foot traffic was up 20% in the most recent quarter.
People really want their baby back (baby back baby back) ribs, apparently.
Foot traffic at Chili’s restaurants was up 20% in the past quarter, the company’s parent Brinker International announced in its earnings report Wednesday. That came on top of double-digit sales growth for the third consecutive quarter and a sales increase of 31%.
It’s a rather astonishing comeback for the fast-casual chain that not long ago was at risk of falling out of pop-culture relevance. A revamp of the menu, value-pricing and a heavy TikTok presence are being credited for the turnaround.
TikTok has been especially effective in bringing in new diners, as children who are active on the platform are cajoling parents into taking them there (and the $6 margaritas are likely helping the parents acquiesce to the pleas). Many of those younger customers have never been to a Chili’s before and are becoming loyal customers.
Chili’s has also touted its larger burgers (which it has sold alongside fries for under $11), comparing them to the size of burgers at fast food chains as McDonald’s, Wendy’s and more have fought for customers through an escalating series of price cuts.
Those efforts have been successful.
“We're pleased with our sustained momentum, the strength of the operational muscle we built and our significantly improved Chili's guest experience,” said CEO Kevin Hochman on the call. “The [Triple-dipper appetizer marketing] campaign is bringing in a younger guest, it's driving a higher check average and guests who purchase a Triple Dipper are coming back more frequently than those who don't.
Brinker also owns the Maggiano’s Little Italy brand.
