Share to Facebook Share to Twitter Share to Linkedin Florida, Orlando, Chili's Grill & Bar, restaurant entrance. (Photo by: Jeffrey Greenberg/Education ..
. [+] Images/Universal Images Group via Getty Images) Jeffrey Greenberg/Universal Images Group via Getty Images Casual dining chain Chili’s recently reported a standout quarter , with same-store sales up 15 %, a success that a CNBC report attributed to two particularly effective campaigns: one value-based, and the other, TikTok. However, Kevin Hochman, CEO of Brinker International, which owns Chili’s, told the publication that the bump is a result of an 18-month turnaround plan rather than a social media lightning strike.
The chain outperformed its major competitors, Applebee’s and Outback Steakhouse, and the numbers blew by the predictions of even bullish analysts in an economic environment where dining out is a luxury because some consumers are pulling back. Mr. Hochman told CNBC that Chili’s ad campaign around its $10.
99 Big Smasher meal accounted for 60% of the reported growth. The campaign touts the value meal as a higher-quality, more affordable alternative to Chili’s competitors, particularly those in fast food. Mr.
Hochman ascribed 40% of the gain to the chain’s Triple Dipper deal going viral on TikTok in May. A search of the social media site reveals different types of content made around the offer—which consists of a choice of three appetizers and dipping sauces—ranging from individual in-restaurant.