One Restaurant Chain Is Cashing In With Costumers

Yesterday I wrote about TGI Friday’s closing 50 locations this week and that they’ve closed over 100 stores this year. Numerous media outlets state that the belief is that TGI Fridays will file bankruptcy soon.  

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That’s not the case for another popular restaurant chain. The Morning Brew reported yesterday that Chili’s is seeing quite the opposite fortune and have been for the last year or so. 

So, what’s the difference? Chili’s has been very effective in their marketing efforts on social media which have been touting promotions that resonated with the consumer base. 

For instance, Chili’s has had significant success with their “Big Smasher” burger, which is designed after the McDonalds Big Mac. The “Big Smasher” has been selling for $10.99 and has just been extended on the menu at that price. I guess you could say it has been a smashing success! (Sorry, that was low hanging fruit). 

Chili’s took a campaign to Tik Tok offering three appetizers and three dipping sauces for $19.99. That promotion accounts for 11% of Chili’s revenue which is an increase of 70% from last year.  

The Morning Brew article says that Chili’s parent company, Brinker International, gets 90% of their revenue from Chili’s.  Their efforts on social media and offering products with a price point that catch mom’s and dad’s attention has led to a 6.5% increase in foot traffic. 

Being able to offer a restaurant quality burger at an affordable price is something that others have tried and failed. The American Consumer is speaking with their money right now and Americans are saying “Chili’s”.  

There are 9 Chili’s locations in Minnesota.