Marketing and Operations Drive Chili's Record-Breaking Streak
DALLAS, TX — Chili's Grill & Bar has achieved an unprecedented 20 consecutive quarters of growth, a feat CEO Kevin Hochman credits to a two-pronged strategy: marketing and operations. The casual dining chain, which celebrated its 50th anniversary last year, has seen a remarkable turnaround under Hochman's leadership since 2022.
“We have a saying here: Marketing brings them in, and ops brings them back,” Hochman told Business Insider in an exclusive interview. He emphasized that this approach has been central to the company's recent success.
Triple Dipper: The Viral Star
A key driver of sales has been the Triple Dipper appetizer combo, which accounted for 14% of total sales last year. The chain sold a staggering 41 million Triple Dippers in fiscal year 2025, according to NPR.
The viral deep-fried mozzarella sticks, featuring an impressive cheese pull, sparked social media frenzy. “Essentially, 100% of that can be attributed to social media,” Chili's CMO George Felix told NPR. The company quickly capitalized by introducing new flavors.
Operations: The 'Secret Sauce'
While marketing captures attention, Hochman insists that operational excellence is the real foundation. “These are the things nobody talks about—the everyday stuff that makes us better and better,” he said. This includes food quality, cleanliness, and quick service.
Recent upgrades, like tripling the bacon in the bacon cheeseburger and introducing variable portion sizes, have boosted customer satisfaction and sales. Under Hochman, comparable restaurant sales grew 8.6% in Q2 2026 and 4% in Q3.
Background: A Turnaround Story
Chili's had struggled before Hochman's arrival in 2022, facing increased competition from fast-casual rivals and shifting consumer tastes. The chain now holds the No. 2 spot in U.S. casual dining, behind Texas Roadhouse.
Hochman previously served as president of KFC U.S. and brought a focus on value and consistency. The company has been aggressive in marketing, including a 2024 campaign for its “Big Smasher” burger promising “twice the beef as a Big Mac” and direct comparisons with competitors' chicken sandwiches.
What This Means for the Industry
Chili's success underscores the enduring power of combining strong marketing with solid operations in casual dining. “If you go to a competitor and the same burger is a dollar less than ours, but it doesn't look like it did in the ad… that's money I should have spent somewhere else,” Hochman said.
Industry analysts suggest that the chain's focus on social media-driven viral moments—like the mozzarella stick cheese pull—offers a blueprint for other legacy brands. With continued innovation and competitive pricing, Chili's aims to maintain its growth trajectory and potentially challenge for the top spot.