The Power of Viral Menu Items: How Chili’s Leveraged TikTok to Boost Sales by 14% and What Restaurants Can Learn

Chili’s has tapped into a winning combination with menu items like the Big Smasher burger, $6 margaritas, and Triple Dipper combination platters, sparking viral attention and a boost in sales. The strategy has paid off significantly: Brinker International, Chili’s parent company, reported a remarkable 14% jump in same-store sales and a 6.5% rise in foot traffic, thanks to promotions designed to compete directly with fast food giants and a heavy presence on social media platforms like TikTok.

Rising fast-food prices opened the door for Chili’s to launch its popular $10.99 Big Smasher, a direct rival to McDonald’s Big Mac, which CEO Kevin Hochman described as a “significant” traffic driver. Brinker’s shares surged 9% on this success, showing an impressive 150% increase for the year.

The Big Smasher, which includes “twice the beef of a Big Mac,” along with endless chips, salsa, fries, and drink refills, has resonated so well with guests that Chili’s has extended the deal through next year. According to Hochman, customers say the burger “looks just like the ad,” underscoring how a focus on authenticity and value is driving repeat visits.

Chili’s also found a hit in its customizable Triple Dipper platter, letting guests choose three appetizers and sauces for under $20. The dish has seen sales skyrocket by 70%, becoming a favorite among younger diners who crave variety, customization, and experiential flavors. With customers sharing their unique combinations and reactions on TikTok, the Triple Dipper has become a social media staple, boosting its visibility and appeal.

Another success has been the $6 margaritas, including the festive “Witches Brew” for October, one of Chili’s best-selling promotional margaritas ever. The recent addition of a $10 Don Julio margarita has attracted higher-end consumers, expanding Chili’s customer base while maintaining accessibility.

How Restaurants Can Use Social Media to Drive Similar Success

Restaurants looking to replicate Chili’s success should leverage social media platforms, particularly TikTok and Instagram, to showcase visually appealing menu items, seasonal offers, and customer experiences. By encouraging customers to share their experiences and interact with the brand’s content, restaurants can generate organic engagement and virality.

Additionally, focusing on deals that provide great value and capitalize on timely trends or seasonal promotions can encourage frequent visits and social sharing, building momentum and drawing in new audiences.

With an emphasis on affordability, customization, and authenticity, restaurants can create a strong social media presence that attracts new customers while retaining existing ones.