Chili’s has tons of Gen Z fans thanks to its social media presence and knack for staying on top of trends. A big thanks is owed to Chili’s 25-year-old social media manager Jack Hailey, who has been instrumental in getting the brand noticed by younger gens. The company’s account on X has been particularly successful, with viral posts like “brb taking ur mom to Chili’s” racking up nearly 9K likes and 2K reposts. (Even though that doesn’t seem like much, sharing has gone beyond the platform as screenshots circulate on others.) Chili’s accounts are also known for engaging directly with users—sometimes even without being tagged—and responding to mentions like a regular person. One user wrote “craving a chili’s yapping sesh,” and they responded with, “listen to your heart bestie.” (They’re clearly keeping up with Gen Z slang!) But beyond their social media buzz, Chili’s is drawing young people in with deals like their infamous Triple Dipper—proving that their strategy is actually a winning combination of online presence and in-store value. (Business Insider)
📊 YPulse data: 67% of 13-39-year-olds agree, “It’s funny when brand accounts on social media act like people”
