- +45%
Digital Growth
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About Chili’s
Chili’s Grill & Bar kicked off in 1975 when Larry Lavine decided Texas needed a casual dining spot with some real personality. Fast forward, and it’s now a powerhouse under Brinker International, serving up bold flavors and good times across the globe.
The challenge
Chili’s, a household name in casual dining with over 1,600 locations globally, was facing declining engagement among Gen Z and younger millennials—particularly on digital platforms where fast-casual competitors were dominating the conversation. While in-restaurant traffic was steady post-COVID, online engagement and off-premise dining (delivery/pickup) were not meeting targets.
Goals:
Reposition Chili’s as a “social-first brand” for the next generation.
Increase Customers from digital.
Drive foot traffic during off-peak hours via targeted promos.
Services Used:
STRENGTH IN NUMBERS
Results After 3 Months
| Metric | Before Udjat | After Campaign | Uplift |
|---|---|---|---|
| Social Visits | 420K | 610K | +45% |
| Social Engagement (IG + TikTok) | 1.2M avg monthly | 3.6M | +200% |
| Off-Peak Foot Traffic | N/A | +18% increase (2–5 PM window) | N/A |
| Digital Order Conversions | 3.1% | 5.7% | +84% |
Increased Social visits
Social Engagement
Digital Order Conversions
What else?
Cultural Relevance Wins: Humor, relatability, and community-driven content drove virality on platforms like TikTok.
Not Just Reach—Conversion: Engagement was matched with strong conversion tactics like app-integrated offers and behavioral retargeting.
Data-First Execution: Market cap awareness led us to prioritize ROI-efficient formats over high-cost media buys.
