What Chilis Got Right (That Most Casual Dining Chains Didn't)
Let’s be honest: the restaurant industry has taken a beating.
In 2024 alone, more restaurants filed for bankruptcy than in any year since the pandemic. TGI Fridays? Filed. Hooters? Chapter 11. And let’s not even talk about Red Lobster—yikes.
But you know who’s not just surviving, but thriving?
Chili’s.
Yep. That Chili’s.
The one you probably haven’t thought about since you ordered a triple dipper in college. They’re now pulling in more customers, more sales, and more hype than they’ve seen in years.
So what gives? Why are they booming while everyone else is barely breaking even?
Let’s talk about what Chili’s got right – and what every restaurant owner can learn from it.
1. They Remembered Why People Go Out to Eat
You’d be surprised how many restaurant chains forget this basic truth:
People go out to eat because they want a good experience.
Not just okay food. Not just a deal. An experience.
Chili’s CEO Kevin Hockman put it perfectly: “If we don’t deliver on that, why do we expect the business to grow?”
So they started with the basics:
Better food. Friendlier service. A cleaner, more welcoming vibe.
And guess what? Customers noticed.
2. They Got Serious About the Kitchen
Imagine this:
You serve two identical burgers to your exec team. No one can tell the difference—except one small thing: the pickles.
Turns out, switching to a simpler pickle jar system saved them over half a million dollars. Same taste. Less mess. Cheaper and faster.
That’s the kind of small ops change that adds up fast.
Then there’s the fries. Too cold. Poorly seasoned.
The fix?
- Use one kind of fry, not two.
- Make a better shaker so seasoning sticks.
- Shake-toss-shake, serve. Done.
Hotter, tastier fries—and no tired cooks trying to shake a seasoning tin 30 times per batch.
3. They Simplified the Menu (And Sales Went Up)
They killed off underperforming items that slowed down the kitchen – like the tempura-style chicken crispers that only made up 20% of orders.
By cutting that one item?
They tripled their output per batch.
Chicken crisper sales? Up 66%.
Too much variety can kill consistency. And consistency is what turns a first-time guest into a loyal customer.
4. They Played the Pricing Game Like Pros
The Big Smasher burger? It’s a brilliant jab at overpriced fast food.
Chili’s saw people posting fast food receipts online, complaining about $18 meals. So they made their own “familiar-tasting” burger—but bigger, better, and a better deal.
And it worked. The place took off.
Even better? They built their pricing around a barbell strategy:
- $6 margaritas for the deal-hunters.
- Premium cocktails (like the Presidente) for folks who want to splurge.
5. They Went Viral (But Only Because the Food Backed It Up)
The triple dipper is a social media sensation now.
Cheese pulls. Saucy bites. Snackable variety. Perfect for TikTok.
But that wouldn’t matter if the food didn’t taste good when you got there. Chili’s backed up the hype with better prep, better consistency, and better execution.
From 2023 to 2024, triple dipper sales jumped 70%. In Q4 alone, it made up 14% of all Chili’s’ sales.
Let that sink in.
6. They Listened to Their Team – Not Just Customers
One of Hockman’s smartest moves?
He hosts listening sessions with his team across the country -every year.
And not fake “corporate” ones.
Real meetings, where the question is:
“If you were CEO tomorrow, what would you change?”
That’s how you get the gold. Your people know what’s broken. They just need someone to actually listen – and fix it.
What This Means for You
Let’s stop pretending that restaurants are failing just because the economy is rough.
Yes, costs are up.
Traffic is down.
But people still go out to eat. They just expect more for their money now.
So ask yourself:
- Is your menu helping your kitchen run faster—or slowing it down?
- Are you offering things that feel like a great deal – even if they’re priced smartly?
- Are you listening to your staff as much as your customers?
- Are you marketing smart—or shouting into the void?
Chili’s didn’t reinvent the wheel. They just got serious about the fundamentals—and stayed consistent.
And if they can turn things around in this economy?
So can you.
Want Help Making Your Numbers Work Like Chili’s?
We’re accountants, but we’re also restaurant people. We speak your language, and we know the numbers behind what makes a restaurant thrive.
Whether it’s menu costing, better reporting, or pricing your food so it actually makes you money—we can help.
Use the calendar below to book an introductory call.
In the meantime, check out one of our most popular YouTube videos: Xero vs. QBO: Which Do We Recommend?
Until next time!
By MATT CIANCIARULO
