I’ve been eating at Chili's for years — 7 things showed me it was poised for a comeback

I'm a longtime Chili's customer who saw signs of its comeback years ago. Erin McDowell/Business Insider I've been eating at Chili's for years, before the chain started seeing a comeback. From my first visit, I noticed a few things that set it apart from other chains. The simple menu and streamlined payment process were attractive to me as a Gen Z customer. Chili's is in the midst of a major comeback, fueled by the viral popularity of its Triple Dipper appetizer platter and a new lineup of chicken sandwiches. On a recent earnings call, CEO Kevin Hochman celebrated the chain's 21st consecutive quarter of same-store sales growth, crediting its chicken-sandwich campaign for helping drive it. Daily orders of the base-menu chicken sandwich rose 175% by the end of the quarter, he said, calling the item a deliberate effort to bring more customers through the door. Chili's has been quietly building toward it for years, with Hochman telling me in May that the chain was focused on perfecting the fundamentals rather than making any flashy updates. "The everyday stuff, that makes us better and better, that's kind of been our secret sauce," he said. I first visited Chili's in 2023, before the Triple Dipper became a social-media phenomenon and the chain emerged as a winner in the restaurant industry's value wars. From that first visit, I noticed a few things that made Chili's feel different from other legacy casual-dining brands. Here are seven signs that convinced me Chili's was poised for a comeback — and may have the staying power to keep growing. The restaurant always seemed to be busy, especially on a weekend night. Erin McDowell/Business Insider On my first-ever visit to Chili's location in Queens, New York, it was extremely busy on a Friday night in September 2023. Families and couples filled the booths and tables, but my friend and I were seated right away in a comfortable booth near the center of the dining room. On subsequent visits to the same location, I've sometimes had to wait up to an hour for a table — and with no option to make reservations, it can be hard to eat there on a busy weekend night. Other visitors to the same location have also remarked that wait times can be long, indicating demand and suggesting an uptick in interest in the casual-dining chain. The dining room felt modern and elevated, especially for a legacy chain. Erin McDowell/Business Insider The dining room felt more modern and polished than I expected from a legacy chain, with minimalist, almost industrial elements and simple nods to its most popular dishes, like its baby-back ribs. The high-backed booths, warm lighting, and subtle Chili's branding made it feel comfortable without looking dated. It felt like a stark contrast to some Applebee's and TGI Friday's locations I've visited. While I enjoyed the modern design, Chili's is actually in the process of remodeling 1,200 of its restaurants with a '90s-inspired, retro design, with about 10% of locations set to be renovated each year. The menu seemed designed for sharing with a group. Erin McDowell/Business Insider Between the Dip Trio, the Triple Dipper, shareable chips and salsa, and a long list of drinks, there are plenty of options for a group to enjoy together before entrées even arrive. The Triple Dipper especially made the strategy clear from my very first visit. At the location I visited, it cost $18.29, plus a small upcharge for bone-in wings, and came with three appetizers and three cups of sauces. It was enough food to easily split among three people, or order alone as an entrée, which many started to do after the menu item went viral in 2024. Other chains have created their own shareable appetizer samplers, but Chili's was the first to truly catch my attention. I prefer the items available in the Triple Dipper to other chain-restaurant appetizer platters, especially the Big Mouth Bites and the Southwestern egg rolls. It went viral for a reason. The menu had enough variety to suit different kinds of diners at the same table. Erin McDowell/Business Insider One person could order baby-back ribs and mac and cheese, while someone else could go for a fresher option like the Quesadilla Explosion salad, which my friend said felt balanced and full of fresh ingredients, or an item off the Guiltless Grill. Chili's also offers gluten-friendly menu options, including fajitas that can be customized with corn tortillas instead of flour ones. That flexibility makes the chain an easier pick for mixed groups — though diners with allergies should still let the restaurant know, since Chili's says it cannot guarantee that any item is completely allergen-free. While other chain restaurants also offer healthier or more allergen-friendly options, I find that Chili's tends to be a favorite among my friends who are pickier eaters. Chili's served up generous portions and tasty food at affordable prices. Erin McDowell/Business Insider Chili's offered the kind of generous portions and good taste that made a night out feel like a real value. From the smoky skillet queso and crispy Southwestern egg rolls to the tender ribs and creamy white-cheddar mac and cheese, the meal felt satisfying … without carrying the kind of tab you might expect at an independent restaurant in New York City. For around $100 for two people, including appetizers, drinks, entrées, and a dessert, the price was hard to beat. There are plenty of hyped-up items on the menu, but my favorites were among the most underrated. Chili's Alex's Santa Fe Burger. Erin McDowell/Business Insider Chili's has no shortage of menu items that have become internet-famous, from the Triple Dipper to its chicken sandwiches, fried bricks of mozzarella cheese, and monthly margarita flavors. But one of my favorite dishes was a less-hyped choice: Alex's Santa Fe Burger. The burger was piled high with a beef patty, pepper jack cheese, avocado, crispy onion strings, and house-made Santa Fe sauce. It was messy in the best way, with enough heat, creaminess, and crunch to make it feel more memorable than a standard chain-restaurant burger. It showed me that even if an item isn't "viral," it can still be worth ordering. Paying for our meal was a lot easier than at other chains. Erin McDowell/Business Insider Splitting the bill among a group was straightforward thanks to the mobile kiosks at each table, which I haven't found at other chain restaurants. Instead of having to put down a single card or ask the server to run separate checks, everyone could review the check on the kiosk, choose a tip, and pay for their own portion without handing over multiple cards or waiting for a server. That kind of built-in convenience feels especially appealing to Gen Z diners, who often expect the same quick, frictionless experience they get from a delivery app or digital wallet. It also takes away one of the most awkward parts of a group dinner: figuring out who owes what. As a Gen Z diner, I find Chili's appeal undeniable. Erin McDowell/Business Insider Between the shareable appetizers, familiar comfort-food menu, booth seating, and casual atmosphere, Chili's struck me as an easy option for a group dinner with friends. Over the years, the chain has also targeted younger customers through social media. Its $6 rotating margaritas, for example, were recently folded into a free Margarita of the Month Club with branded merchandise and a field book for tracking each month's drink. Chili's also capitalized on the viral popularity of its mozzarella-stick cheese pulls, which helped make the Triple Dipper a Gen Z favorite. More recently, the chain partnered with former "Love Island USA" contestants for its Bombshell Margarita of the Month campaign, capitalizing on one of the most popular TV shows of the summer. The strategy reflects a broader effort to turn existing fan behavior — whether that means ordering a viral appetizer or trying a limited-time drink — into social content and repeat visits. As casual-dining chains compete for younger customers, Chili's appears to have found a more effective way than many of its peers to stay part of the conversation. Read the original article on Business Insider

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