Chili’s CMO Explains Why Nostalgia Sells

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While peers flatline, Chili’s leans into cultural moments to drive a 31% sales surge—without new menu items or deep discounts.

In an industry grappling with consumer caution and sluggish growth, Chili’s is defying gravity. The restaurant chain has delivered two consecutive quarters of same-store sales growth exceeding 31%—a performance that stands out in a sector plagued by stagnation.

What’s behind the surge? Not new menu items or limited-time deals, but marketing. More specifically, a deliberate strategy to intertwine the brand with pop culture. From nostalgic nods to cheeky social content, Chili’s has opted to build cultural cachet rather than chase short-term traffic.

“We continue to find new ways to insert the brand into culture and differentiate Chili’s from its casual dining peers,” said Kevin Hochman, CEO of Brinker International, Chili’s parent company, in a recent earnings call. That effort is led by Chief Marketing Officer George Felix, formerly of Yum Brands, who has helped refocus the brand’s voice on relevance rather than reinvention.

Rather than overspending on media, Felix’s team prioritizes shareability and staying power—leveraging moments like ‘The Office’ references or ‘90s nostalgia to build emotional affinity. That brand equity, he argues, is what earns customer loyalty in an environment where wallets are tight and expectations high.
The success signals a shift for the casual dining category. As consumers demand more value—not just in price but in meaning—Chili’s is showing that culture can be more potent than coupons.