New York
CNN
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People apparently can’t get enough of the Big Smasher burger, $6 margaritas and Triple Dipper combo platters at Chili’s.

Brinker International, Chile’s parent company, reported a 14% increase in same-store sales and a 6.5% increase in traffic as the chain continues to perform strongly with promotions aimed at fast-food rivals and menu items going viral on TikTok.

Rising fast food prices led to an ad campaign for Chili’s promoting its $10.99 Big Smasher, a rival to McDonald’s Big Mac, which “continues to win with diners” and is a “significant” traffic factor, Brinker CEO Kevin Hochman said Wednesday during the company’s earnings call.

Shares of Brinker (EAT) rose 9% in afternoon trading and are up as much as 150% this year.

Chili’s launched the $10.99 Big Smasher meal deal in April, describing it as having “twice the beef of a Big Mac and flavors fast food lovers will recognize.” The meal also includes unlimited refills of a non-alcoholic beverage, bottomless chips and salsa, and fries.

The deal has been so successful that it has been extended again and will continue into next year as “consumers look for value from their holiday spending,” he said, noting that customers are telling employees that the “citizen is right there looks like the advertisement. ”

Another success story for Chili’s is the Triple Dipper dish lets eaters choose three appetizers and sauces that cost less than $20. The meal deal is now 11% of Chili’s sales, with sales increasing 70% in the past year.

The Triple Dipper is “highly relevant to younger guests and how they prefer to eat with more variety, customization and experiential flavors thanks to our wide variety of dips,” Hochman said. The Triple Dipper is a regular feature on TikTok, where customers film their combinations and rave about them. Chili’s monthly $6 margaritas are also to draw people in, especially October’s “Witches Brew,” which has become “one of the best-selling promotional margaritas ever,” he said. A new $10 Don Julio-based margarita is also attracting high-end consumers.

Chile’s focus on affordability and virality “shows how broad the chain’s appeal is,” according to a new report from Placer.ai, a company that monitors foot traffic. “By providing high-quality meals at affordable prices, Chili’s has solidified its position as a mainstream chain and offered value comparable to quick-service restaurants.”

Chile’s success is in stark contrast to some of its rivals TGI Friday. That chain abruptly closed 50 locations in the United States last week because bankruptcy was looming. Meanwhile, McDonald’s saw its fortunes rebound thanks to its $5 meal deal, but momentum was hampered due to an E. coli outbreak.