What Chili's Triple Dipper Tells Us About Staying Relevant

4 days ago

1 min read

We watched the Triple Dipper tiktok viral moment unfold and it confirmed something we already believed: chains that lean into social media and team up with influencers are winning the attention game. Chili's didn't reinvent the wheel here. People were fleeing chains are now running back for nostalgia and deals. They took a menu item people already loved, let creators talk about it in their own voice, and watched it turn into a full blown trend. We think that is the real lesson. The content didn't feel like an ad.

Nostalgia and Deals Make a Winning Combo

We also love what this says about pairing nostalgia with value. There are multiple reasons why people want something. Chilis is capturing nostalgia, deals and trends all at once. Millennials who were yelled at for killing everything, including chain restaurants, are helping bring it back. This is a reminder that brands don't need newness every quarter. You can focus on your hero product or others on the menu to make sales. The smartest move isn't always newness, isn't always sales, sometimes the smartest move is highlighting what customers already loved and giving them a reason to order it again. So, who wants to go get a triple dipper with us?