The Recipe Behind Chili’s Remarkable Resurgence: Q&A with CEO Kevin Hochman

Chili’s has staged an impressive turnaround, celebrating its 50th anniversary while posting 20 consecutive quarters of growth. At the heart of this revival is CEO Kevin Hochman, who took the helm in 2022. In this Q&A, we explore the strategies that have propelled the Tex-Mex chain to the No. 2 spot in U.S. casual dining, behind only Texas Roadhouse.

What is the “secret sauce” behind Chili’s comeback, according to CEO Kevin Hochman?

Kevin Hochman says the revival boils down to two interconnected pillars: marketing and operations. He sums it up with a company motto: “Marketing brings them in, and ops brings them back.“ Marketing must be exciting to grab attention, but if the in-restaurant experience—food quality, cleanliness, and speed—doesn’t match the hype, customers won’t return. Hochman emphasizes that the everyday, unglamorous details of running a restaurant are what truly make a difference over time. He told Business Insider, “These are the things nobody talks about, but the everyday stuff—that makes us better and better.“ This consistent focus on execution has been the chain’s true differentiator, creating a seamless loop where effective marketing pulls in customers and stellar operations keep them coming back.

How did the Triple Dipper appetizer contribute to Chili’s growth?

The Triple Dipper, a pick-three appetizer combo, became a breakout star for Chili’s, accounting for a whopping 14% of total sales last year. The chain sold 41 million Triple Dippers in fiscal year 2025, according to NPR. One key element was the deep-fried mozzarella sticks included in the combo, whose impressive cheese pull went viral on social media. This organic buzz led Chili’s to introduce new flavors to capitalize on the excitement. Chili’s CMO George Felix credited the phenomenon entirely to social media, stating, “Essentially, 100% of that can be attributed to social media.“ The Triple Dipper not only drove immediate sales but also boosted brand visibility, making it a cornerstone of the chain’s marketing strategy.

What role did social media play in the Triple Dipper’s success?

Social media was the catalyst for the Triple Dipper’s viral moment. Videos showing the gooey cheese pull of the mozzarella sticks captured widespread attention, turning a standard appetizer into a must-try item. According to Chili’s CMO George Felix, this was a purely organic phenomenon: the chain didn’t pay for promotion—the content spread naturally. This surge in online popularity allowed Chili’s to introduce new appetizer variations, keeping the momentum alive. The lesson for other brands is that authentic, shareable moments often outperform paid advertising. For Chili’s, social media didn’t just drive customers to try the Triple Dipper; it reinforced the overall brand image as a fun, current dining destination.

How does Chili’s ensure the in-restaurant experience matches the marketing hype?

Kevin Hochman insists that operational excellence is just as critical as marketing. The chain focuses relentlessly on food quality, cleanliness, and quick service—what he calls “the everyday stuff.“ These fundamentals may seem unglamorous, but they build trust and consistency. For example, Chili’s upgraded its bacon cheeseburger by tripling the amount of bacon, ensuring the menu looks as good as it does in advertisements. Hochman explains: “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, it doesn’t matter whether it was a dollar less.“ This commitment to delivering on promises is what separates successful chains from those that lose customers after a single visit. By prioritizing operations, Chili’s creates a positive feedback loop that reinforces its marketing efforts.

What menu upgrades have helped boost Chili’s sales?

Beyond the Triple Dipper, Chili’s has refreshed its core menu to drive sales. Earlier this year, Hochman highlighted simple yet impactful changes, such as tripling the bacon on the bacon cheeseburger and offering varied portion sizes. These tweaks enhance perceived value without requiring a full menu overhaul. The goal is to make existing items more craveable and photo-ready, which feeds back into social media buzz. By improving flavors and presentation, Chili’s convinces customers that they’re getting more for their money—a crucial advantage in the competitive casual dining space. The result? Comparable restaurant sales growth of 8.6% in the second quarter of fiscal 2026, followed by 4% growth in the third quarter.

How does Chili’s compete against rivals like Texas Roadhouse and McDonald’s?

Chili’s takes an aggressive stance against competitors. In 2024, it launched the “Big Smasher” burger, promising “twice the beef as a Big Mac“—a direct jab at McDonald’s. More recently, the chain asked customers to compare its new crispy chicken sandwich to other market leaders. These comparisons are designed to position Chili’s as a higher-quality alternative at a competitive price point. Hochman believes that if a competitor’s product doesn’t match its advertisement, the price advantage evaporates. By focusing on food that looks and tastes great, Chili’s aims to win the value-perception battle. This strategy, combined with viral social media moments and consistent operations, has helped Chili’s secure the No. 2 spot in U.S. casual dining, trailing only Texas Roadhouse.

What are the key growth metrics under Kevin Hochman’s leadership?

Under Hochman’s tenure, which began in 2022, Chili’s has posted impressive financial results. The chain reported comparable restaurant sales growth of 8.6% in the second quarter of fiscal 2026 and 4% growth in the third quarter. It has achieved 20 consecutive quarters of growth overall, a streak that underscores the effectiveness of its dual focus on marketing and operations. Customer traffic has increased, partly driven by the Triple Dipper craze and menu upgrades. While the chain still trails Texas Roadhouse (No. 1 in casual dining), its trajectory is the envy of many legacy brands. Hochman’s emphasis on “the everyday stuff”—consistent execution and operational excellence—has proven that even a 50-year-old chain can innovate and thrive in a crowded market.