Following a massive multi-year turnaround play and several viral marketing moments, the 50-year-old legacy chain and its Baby Back Ribs are back, better than ever, and here to stay, thanks to turnaround architect and Brinker International CEO Kevin Hochman and his team.
The votes are in, and it’s unanimous—Chili’s is the official comeback kid of the year (and last year). Just three years ago, it was a brand seemingly caught in the quicksand of nostalgia—fondly remembered, but not top of mind for modern consumers thinking about where to spend their dining dollars. Fast forward to today, and Chili’s is not only back in the national conversation—it’s dominating it.
The definition of a comeback kid: One who suffers significant defeats or setbacks, yet still manages to return to a position of success. Also: one who repeatedly demonstrates the propensity to overcome downturns or periods of bad publicity, and rebound to victory or popularity.
So, how did we get here? No one in casual dining is close to matching Chili’s pace right now, from its sustained double-digit sales growth for three straight quarters to its continual ability to immerse itself in the cultural zeitgeist.
