‘Now that’s what I call a cheese pull’: Chili’s sales are surging thanks to TikTok

“Is Chili’s triple dipper worth it?” Irene Kim asks in a TikTok with nearly 450,000 views. She zooms in to show her selection of Honey Chipotle Chicken Crispers, Big Mouth Bites, and Nashville Hot Mozz, accompanied with three sides of ranch. Taking a bite of the mozzarella stick, she says “now that’s what I call a cheese pull,” stretching the stick until it is almost out of shot. “For $16, worth it.” 

With customers filming their combinations and posting their reviews to audiences of millions, Chili’s’ wildly popular Triple Dipper appetizer is enjoying viral success and causing sales at the chain to surge. On TikTok, there are over 144 million posts about the appetizer platter, which allows customers to mix and match three appetizers and three dipping sauces.

Those posts appear to be having a real-world impact: Sales of the starter have since climbed 70% over the past year. The meal deal now makes up 11% of Chili’s business, CEO Kevin Hochman told analysts on Wednesday. 

“Never in my whole life would I have thought Chili’s has the best, dare I say, mozzarella stick I’ve ever had in my life,” says @eatingwithshay, in a Triple Dipper review with over 1.4 million views. “That is incredible.” Part of the platter’s viral appeal, where customers can select from fried mozzarella, egg rolls, boneless wings, and more, is its level of variety and customization, says Hochman, which makes it “very relevant with younger guests and how they prefer to eat.” The platter also played a key part in Chili’s 14.1% same-store sales growth for the quarter ended Sept. 25, including a 6% traffic increase.

Chili’s success with the Triple Dipper could have long-term impacts, with Hochman adding, “the success that we’ve had in the business has certainly opened up additional opportunities to deploy capital.” The chain recently raised its revenue forecast to $4.7 billion-$4.75 billion, up from $4.55 billion-$4.62 billion – big news for a brand that had previously been struggling with rising costs and customer traffic. “If you’re going to Chili’s and you are not getting the Triple Dipper,” says @laneygrn in a TikTok with 6.3 million views, “you are doing it so wrong.” 

https://www.fastcompany.com/91220563/now-thats-what-i-call-a-cheese-pull-chilis-sales-are-surging-thanks-to-tiktok?partner=rss&utm_source=rss&utm_medium=feed&utm_campaign=rss+fastcompany&utm_content=rss