Chili's has reported a notable 24% increase in sales and a 16% rise in customer traffic due to innovative marketing strategies that leverage nostalgia and virality. Under CEO Kevin Hochman and CMO George Felix, the chain has tripled its marketing budget over the last three years, greatly enhancing its presence in fast-casual dining amidst competitive struggles. The brand's playful advertising approach and efficient operations have resulted in significant market momentum, allowing Chili's to stand out in the value-meal segment while thriving on social media.
"Chili's is officially back, baby back," Brinker CEO Kevin Hochman said in the company's fourth-quarter earnings report released Wednesday, a nod at the beloved casual-dining chain's iconic jingle from the 1990s.
"Chili's has always had a history of really having fun with advertising and trying to be in the zeitgeist or pop culture," Hochman told Fortune. "We don't take ourselves too seriously. You can be silly about the burger because at the end of the day, we're just selling burgers and booze."
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