How Chili’s Got Gen Z’s Attention

• Chile finds a common language with young people.
• Its social media strategy and pricing agreements have fueled its growth in recent quarters, the analyst said.
• Offers like the “3 for Me” deal and the “Triple Dipper” deal have gone viral online.

Chili’s is attracting the attention, taste buds and money of younger customers.

The casual restaurant chain has become a hit with Gen Z, and Chili’s says it’s partly due to a push to attract younger generations to social media.

“Given how active young audiences are on social media, standing out in their feeds means being one of the first to follow current trends,” said Jack Haley, 25-year-old social media manager for Chili’s.

Chili’s chief marketing officer George Felix credits Hailey with the restaurant’s popular X account. Hayley said marketing executives have given the social media team the freedom to take risks online and maintain a “bold, fast and confident” presence.

Another attraction: the deals. While edgy posts may attract Gen Z to Chili’s, Hailey said it’s food offers resonate with his generation, who “grew up ordering bargain menus.”

Restaurants and customers have been struggling lately due to soaring inflation. Many grocery stores’ sales have dropped, leading them to use special offers to lure people back. For example, Chili’s began offering a snack sampler called the Triple Dipper for under $20.

Restaurants such as McDonald’s and Wendy’s have introduced new offerings in the past year aimed at attracting customers. But many people expect more than just a low price, says RJ Hottovy, head of research at the location data provider. Placer.aiwho follows the restaurant industry.

“Value was certainly important, but it had to be value either with menu innovation or something else,” such as sit-down dining, he said.

Beyond suburbanites, Chile’s customer base also shifted toward “young urban singles” more than the average for other full-service restaurants in the third quarter of 2024, according to the October report. Placer.ai the report shows.

TikTok and other social media platforms have helped Chili’s, Hottovy said.

“You have a marketing department, but you also have thousands of potential marketers in terms of influencers and TikTokers who can really help change a brand’s image overnight,” he said.

Many Gen Zers reciprocated social media manager Chili Haley’s energy by creating their own Chili-themed threads. Tik Tok video. The creators have racked up millions of views for the Triple Dipper tasting, which includes three servings of menu items like fried mozzarella, chicken tenders, egg rolls and more, all priced under $20. They can pair it with a margarita for under $10.

Chili 3 for me The deal, which includes an entree, appetizer and drink for $10.99, also offers an affordable dining option, Hottovy said. “I could pay [fast-food] or I could pay or get an even cheaper deal at Chili’s and get a good meal,” he said.

Chile’s parent company, Brinker International, reported Chili’s same-store sales increase of 7.4% in 2024; sales jumped 14% from the same level in the first quarter of fiscal 2025.

In April, Chili’s added a burger to its “3 For Me” entrees. In May, visits to restaurant chains jumped almost 20% compared to the same period last year and, according to Placer.ai, grew at similar percentages through the end of 2024.

The deal was so successful that some of Chile’s competitors followed suit, Hottovy said. Applebee’s in November started offering $9.99 deal with a choice between a chicken sandwich and a bacon cheeseburger, plus fries and a drink. Red Robin offered a burger plus bottomless sides for $9.99 for a few days in September in honor of National Cheeseburger Day.

But “sometimes you need to have margaritas and Triple Dippers in sweatpants with your friends,” Haley said.

Do you work at Chili’s or another restaurant and have a story idea to share? Contact these reporters at jhart@businessinsider.com And abitter@businessinsider.com.