Chili’s Emerges as America’s Hottest Restaurant with Soaring Sales

Casual dining chain Chili’s is experiencing a remarkable resurgence, posting a 31% increase in sales at restaurants open for at least a year in its latest quarter. This marks the third consecutive quarter of double-digit growth, sending shares of parent company Brinker International (EAT) surging 16% on Wednesday.

Unlike many competitors that have relied on price hikes, Chili’s success is driven by a surge in customer visits, with foot traffic rising 20% last quarter. Analysts have praised the company’s turnaround, with some calling it one of the most impressive in the restaurant industry’s history.

Chili’s revival is fueled by a mix of upgraded menu items, value-driven promotions, and a surge in popularity on social media. The chain’s “Triple Dipper” platter—offering a combination of mozzarella sticks, southwestern egg rolls, and chicken wings for under $20—has gone viral on TikTok, drawing a wave of younger diners. A widely shared video showcasing the platter’s cheesy mozzarella sticks has garnered over 16 million views, while others have praised Chili’s as an unexpected leader in the casual dining space.

The restaurant has also capitalized on affordability amid rising consumer price sensitivity. Promotions like $6 margaritas and the $10.99 “Big Smasher” burger meal, advertised as having “twice the beef of a Big Mac,” have helped drive traffic. As competitors struggle—Red Lobster and TGI Fridays have faced financial troubles, while Applebee’s and Denny’s have shuttered locations—Chili’s has emerged as a standout success.

Still, competition is heating up. Applebee’s recently introduced a $9.99 “Really Big Meal Deal,” positioning it as a direct competitor to Chili’s promotions. Meanwhile, fast-food giants like McDonald’s are revamping their value menus, with McDonald’s rolling out a “McValue” lineup and Burger King and Wendy’s introducing new budget-friendly offerings.

Despite increasing competition, Chili’s remains optimistic about sustaining its momentum. “Our sales have increased and they’re staying at those levels, and that momentum has continued,” said CEO Kevin Hochman, signaling confidence in the brand’s ability to maintain its strong performance.