Young, old, margarita lover, baby back ribs fan, all get a hearty “welcome to Chili’s” when they walk in the door. Since the restaurant brand has a diverse clientele, its approach to capturing that guest interest needs to be equally as diverse. As seen with its recent marketing campaigns, Chili’s understands how to target each market segment.
In today’s food world, people’s attention is minimal. Andy Warhol might have asserted people craved their 15 minutes of fame, but today’s attention span is a fraction of that number. Terms like “mindful and demure” have been erased like a boyfriend in a bad breakup.
Looking at Chili’s recent marketing campaigns, the brand’s approach takes into account various market segments. The Triple Dipper appetizer took over TikTok, but the Scranton Branch caters to people who cannot stop watching reruns of The Office. The two segments might cross paths, but they crave a different type of connection when they walk into their local restaurant.
For example, the Triple Dipper concept appeals to people who want to be heard. Granted, everyone was showing off that epic cheese pull, but it was more than a slow-mo video that caused people to salivate.
The dish is a celebration of having it your way. Guests are seen and heard as they customize that food order. Whether it is saucy mozzarella planks or extra egg rolls, people are able to create their perfect plate. They are more invested in their order and leads to more satisfaction.
With the recent The Office Scranton Branch concept, the celebration of pop culture nostalgia is something that Chili’s does well. From enjoying that taste of an Awesome Blossom to enjoying margs with co-workers, people crave that blend of past, present, and future.
Even though there is limited opportunity to dine at that special location, people can sip on a taste of that Scranton Marg. For a moment, people can channel a favorite scene into their world. It is an excuse to have a margarita on a Monday.
Even Chili’s connections to NASCAR ramp up a stronger connection to a loyal fan base. Seeing those car race around the track creates a thirst to Ride the ‘Dente. Chili’s might not be shaking Presidente Margaritas on pit road but they are making their presence known and connecting with customers.
What could be next for Chili’s? Creatively, the brand is always willing to push itself. Maybe there could be a fun fajitas rebrand in the future or a new take on a trio for the “three for me.” If someone makes a new version of Three's Company, that would be epic. No matter the idea coming from the restaurant brand, people will be opening the door to hear, “Welcome to Chili’s” once again.