Chili’s Has Experienced ‘Remarkable’ Growth Thanks to This One Appetizer

Chili’s has experienced impressive growth in part due to the viral social media success of one particular appetizer. JPMorgan Chase analyst John Ivankoe called the restaurant’s earnings this quarter “truly remarkable,” as reported by the New York Post.

According to CNN, guests can select three appetizers and sauces for less than $20 when ordering the Triple Dipper platter. With sales up 70% in the past year, the meal deal now accounts for 11% of the restaurant’s total revenue.

With the company’s extensive selection of dips, Kevin Hochman, the CEO of Brinker International, Chili’s parent company, stated that the Triple Dipper is “very relevant with younger guests and how they prefer to eat with more variety, customization, and experiential flavors.” On TikTok, users frequently record various permutations of the Triple Dipper and rave over it. People are also drawn to Chili’s $6 monthly margaritas, especially its October “Witches Brew,” which has grown to be “one of the best-selling promotional margaritas ever,” Hockman added. Additionally, a new $10 margarita made with Don Julio is drawing in affluent customers.

@ireneykim I FEAR CHILI’S ATE WHEN THEY MADE THE TRIPLE DIPPER @Chili’s Grill & Bar #chilis #chilisbarandgrill #chilistripledipper #tripledipper #chickentenders #mozzarellasticks #chilisreview #chilisrestaurant #mukbang #foodreview #creatorsearchinsights ♬ original sound – irene kim 🧸

During the company’s earnings call, Hochman also stated that the $10.99 Big Smasher burger, a competitor to McDonald’s Big Mac, “continues to win with guests” and is a “significant” traffic driver.

With “twice the beef of a Big Mac and flavors fast food lovers will recognize,” Chili’s introduced the $10.99 Big Smasher meal deal in April. French fries, limitless chips with salsa, and unlimited refills of a non-alcoholic drink are all included in the meal.

Chili’s Focuses on Celebrity & Viral Engagement

Recently, Chili’s has been taking advantage of social media virality and celebrity engagement. Back in September, Chili’s enlisted competitive eater Joey Chestnut in an eating contest on X.

This was part of its larger efforts to rebrand itself. “We are known for our Big Mouth Burgers, Chicken Crispers, full-on sizzling fajitas, and hand-shaken margaritas,” the company said in the press release announcing the competition. “We take our food seriously — but not ourselves — because dining out should feel like a celebration even if there is nothing to celebrate. Our passion is making everyone feel special, and every day, our ChiliHeads make it their job to spread #ChilisLove across almost 1,600 restaurants in 27 countries and 2 territories.”