Times are tough for restaurant chains. Quick service, fast casual, and fine dining restaurants have all faced a lack of growth in 2025. Yet, there are always exceptions. Chili’s ended up being one of the most successful restaurants of 2025, even without offering lots of exciting new menu items.
Chili’s experienced same-store sales growth of more than 31% for two straight quarters while similar brands saw little to no growth in that period. The store’s executives say it’s all because of their marketing approaches. So, what is Chili’s doing that other restaurants aren’t?
Leaning into Nostalgia
Chili’s was one of the most influential marketing campaigns of 2025, and a big reason for that was nostalgia. People find comfort in things they loved when they were younger, so Chili’s used that to reach their millennial audience.
When Chili’s opened a branch in Scranton, Pennsylvania, they appealed to fans of The Office by theming the location’s marketing around the iconic show. To promote their Radical ‘Rita margarita, they hired Tiffani Thiessen from Saved by the Bell to appear in advertisements.
Targeting Younger Generations Too
However, Chili’s doesn’t just appeal to one audience. The brand used several different strategies to ensure they reach multiple generations. They’ve worked with influencers and advertised through TikTok to reach a younger audience in addition to millennials.
Chili’s never forces their marketing campaigns. Instead, they find ways to organically join conversations. That way, they can connect with people rather than following unsuccessful advertising approaches.
“Everything we do, we want to be deliberate about how we’re reaching that particular group and do it in an authentic way,” said George Felix, the head executive of the Chili’s marketing team.
Focusing on Iconic Menu Items
Introducing something new isn’t always necessary to gain traction. Chili’s has learned that leaning into existing favorites is often preferable. People love Chili’s margaritas, which is why the brand keeps highlighting them in ads.
In addition to the Radical ‘Rita ad, they created a music video with NASCAR to highlight their margaritas. They’ve especially leaned into their beloved beverages on National Margarita Day. They already know people love margaritas, so why not take advantage of that?
Maintaining Existing Customer Loyalty
Reaching new customers is only part of the process. Chili’s also strives to keep customers coming back. They’re currently working on new ways to improve their My Chili’s Rewards. They’re looking to make the program easier to use and more intuitive so it can benefit both customers and employees.
Chili’s is currently working closely with their partners at Ziosk to find the best new approach for their loyalty program. They’re hoping to focus on hospitality rather than just sending out coupons. That way, they can build a stronger connection with their loyal customers.
Achieve Success with the Help of a Marketing Expert
Chili’s proves that even when times are tough, it’s still possible to succeed with the right marketing strategies. However, there’s a lot of competition out there, so it can be hard for brands to stand out. With the help of a marketing expert, your brand can gain tailored marketing approaches that suit your target audience.
Contact Avenue Z today to see how we can use unique tactics to help your brand grow.
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