Chili's CMO: Pop Culture Drives Sales Growth

Chili's CMO: How Pop Culture Fuels Sales Growth

Despite economic uncertainty impacting the restaurant industry, Chili's has seen remarkable same-store sales growth exceeding 31% for two consecutive quarters. This success is attributed to the chain's innovative marketing strategy, focusing on integrating the brand into pop culture.

Pop Culture and Experiential Marketing

Chili's CEO Kevin Hochman credits the marketing team's ability to differentiate the brand from competitors through "culture pops." CMO George Felix, who joined Chili's after working at Yum Brands, has spearheaded campaigns leveraging nostalgia, value offerings, and experiential activations.

Now more than ever, as consumers make tough choices about spending, we want Chili's to be top-of-mind and trusted for great food, atmosphere, and value.

Felix explains how social media and influencer partnerships amplify these experiences, like the "Fast Food Financing" campaign, which generated significant impressions.

Nostalgia Marketing and Target Audiences

Chili's effectively uses nostalgia to connect with various audiences. The Scranton restaurant opening, capitalizing on "The Office" popularity, and the "Radical 'Rita" campaign with Tiffani Thiessen, tapping into '90s nostalgia, are prime examples. Felix emphasizes the importance of authentically reaching specific demographics.

Chili's leverages its iconic margaritas, the top-selling cocktail at the chain, as a marketing platform. Campaigns like "Ride the 'Dente" with NASCAR and a National Margarita Day mini-movie demonstrate their diverse approach.

Media Strategy and Loyalty Program Revamp

Chili's media mix focuses on three key areas:

• Television: Maintaining a strong presence for mass reach.
• Culture Pops: Continuing to insert Chili's into cultural conversations.
• Social Media: Leveraging organic engagement and influencer partnerships.

The My Chili's Rewards program is undergoing a revamp to improve ease of use and shift the focus from discounts to hospitality. Chili's is collaborating with Ziosk to simplify the redemption process.

By strategically blending nostalgia, experiential activations, and a multi-faceted media approach, Chili's continues to drive impressive sales growth and solidify its position in the competitive casual dining landscape.