How did Chili’s get the attention of General Z

• Chili’s is hitting it with the youth.
• Its social media strategy and value deals have helped its growth in recent quarters, an analyst says.
• Offers like the 3 For Me deal and the Triple Dipper have gone viral online.

Chili’s is attracting new customers’ attention, tastes and money.

The casual dining chain has become a hit with Gen Z, and Chili’s says that’s partly due to a push to appeal to a new generation on social media.

“Given how much younger audiences consume social media, standing out in their feeds means being one of the first to jump on current trends,” said Jack Hailey, 25-year-old social media manager for Chili’s. .

Chili’s CMO George Felix credits Hailey as the brains behind the restaurant’s popular X account. Hailey said marketing executives had given the social media team the freedom to take risks online and maintain a “cheeky, fast and confident” presence.

The other draw: the deals. While cute posts may draw Gen Zers to Chili’s, Hailey said her food deals resonate with his generation, which “grew up ordering off value menus.”

Restaurants and customers have been struggling lately as inflation rises. Many grocery stores have taken a hit in sales, causing them to lean toward special offers to lure people back. Chili’s, for example, has begun offering an appetizer sampler called the Triple Dipper for under $20.

Restaurants like McDonald’s and Wendy’s unveiled new offerings aimed at attracting customers last year. But many people expect more than just a low price, said RJ Hottovy, head of analytics research at location data provider Placer.ai, which tracks the restaurant industry.

“Value was definitely important, but there had to be value with menu innovation or something else,” such as a sit-down dining experience, he said.

In addition to suburbanites, Chili’s customer base also skewed toward “young urban singles” more than the average for other full-service restaurants in the third quarter of 2024, data from an Oct. Placer.ai the report shows.

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

“You have your marketing department, but then 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 have turned their energy back to Chili’s social media manager Hailey with their own Chili-themed videos on TikTok. The creators have garnered millions of views for their taste test of the Triple Dipper, which includes three portions of menu items such as fried mozzarella, chicken tenders, egg rolls and more for under $20. They can pair it with a margarita for less than $10.

Chili’s 3 For Me deal, which includes an entree, an appetizer and a drink for $10.99, has also provided an affordable dining option, Hottovy said. “I can afford one [fast-food] price, or I can pay or effectively get an even cheaper deal at Chili’s and get a nice sit-down meal,” he said.

Chili’s parent company Brinker International reported a 7.4% increase in same-store sales at Chili’s in 2024; sales rose 14% on a like-for-like basis in the first quarter of 2025.

In April, Chili’s added a burger to the entree options for 3 For Me. In May, visits to the restaurant chain jumped nearly 20% year over year and are expected to grow by a similar percentage through the end of 2024, according to data from Placer.ai.

The deal was successful enough that some of Chile’s rivals followed suit, Hottovy said. In November, Applebee’s began offering a $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 a bottomless portion for $9.99 for a few days in September for National Cheeseburger Day.

But “sometimes, you have to have a margarita and Triple Dipper in sweatpants with your friends,” Hailey said.

Do you work at Chili’s or another restaurant and have an idea to share? Contact these journalists at jhart@businessinsider.com AND abitter@businessinsider.com.