American chain restaurants maintain a significant presence across the country, characterized by their affordability and familiarity. Despite economic challenges and evolving dietary preferences, these establishments continue to operate. This analysis examines the factors contributing to their endurance and adaptation strategies in a changing market.
The Role of Social Media in Restaurant Marketing
Viral social media trends, such as the "cheese pull," have emerged as marketing tools for the restaurant industry. These videos, which depict individuals separating gooey cheese from food items like pizza or mozzarella sticks, can generate millions of views and influence diner choices.
Sara Rafael, a 23-year-old from Ireland, included Olive Garden, The Cheesecake Factory, and Raising Cane's in her New York City dining itinerary based on recommendations and appealing food videos observed on TikTok.
Stephen Zagor, a restaurant industry consultant and adjunct professor at Columbia Business School, notes the current importance of digital presence for restaurants. He states that establishments, particularly older chains, need to achieve "a viral moment" through their menu or in-restaurant experiences to remain relevant, acknowledging a potential trade-off in "authenticity."
Chili's Case Study: The Triple Dipper
Chili's, a Tex-Mex chain, has leveraged the "cheese pull" trend. Its Triple Dipper appetizer, which includes fried mozzarella sticks, has gained popularity on social media. The company reported selling 41 million Triple Dippers in fiscal year 2025.
This menu item's contribution to sales increased from approximately 10% in the fourth quarter of fiscal year 2024 to 15% a year later. George Felix, Chili's Chief Marketing Officer, attributed this sales growth almost entirely to social media influence. Following this success, Chili's culinary team developed new flavors for the fried mozzarella sticks, such as Nashville Hot and Honey-Chipotle.
Zagor indicated that this social media engagement contributed to a resurgence for the 50-year-old chain. Felix stated that it signifies Chili's re-entry into popular culture.
Content Creation and Industry Impact
Content creators, such as Karissa Dumbacher (@karissaeats), specialize in food-related posts. One of Dumbacher's videos featuring Chili's Triple Dipper received 2 million likes, including a paid partnership post showcasing the "cheese pull." Dumbacher attributes video success to strong visual hooks in the initial seconds.
Dumbacher, with over 4.5 million TikTok followers, consistently posts content from various dining establishments, including fast food, casual chains, and high-end restaurants. She observes that videos featuring classic chain restaurants, like The Cheesecake Factory, often perform well.
She notes that many viral videos are not directly compensated by restaurants, yet they generate significant traffic. Michael Lindquist, Senior Vice President of Social for BarkleyOKRP, views social media as a "key business driver" and an "infinite feedback loop" for brands, influencing broader marketing campaigns.
Zagor cautions that while virality can boost businesses, sustained success ideally stems from intrinsic appeal rather than solely from social media moments. He also highlights a trend among college students where documenting meals for social media takes precedence over the dining experience itself.