This Restaurant Chain In Missouri Makes A Surprising Rebound

There isn't much good news regarding the big chain restaurants in the 1980s and 90s. They're struggling, and most news stories about them aren't all that positive. The most recent one I remember hearing about was Red Lobster, which closed many locations. TGI Fridays sometimes pop up in the conversation as a chain joint that has seen better days. Yet there's one popular 90s chain that's making a comeback.

Chili's. CNBC reports that the chain's efforts to get people back into its stores are working. So what are they doing? Advertising. Yet it's not just advertising; they're pushing value-oriented advertising, and according to CNBC, it's working.

They report that same-store sales jumped 14.8% in its fiscal fourth quarter. That's a significant increase as many other chains have problems getting people to eat in their restaurants.

Kevin Hochman, CEO of Chili's parent company, told CNBC that Chili's marketing team has made the restaurant relevant again.

Are they more relevant than the days of the baby back, baby back, ribs commercials? More relevant than the days of flair? Are they making the chain cool again? I don't know. I'm not sure restaurants like that will ever be as cool as they were in the late 90s and early 2000s.

I do know one thing: I can't remember ever having a bad experience at Chili's. When it comes to food, I'm a creature of habit. I've always been a Crispy Chicken Crisper guy, and they've never given me an order that's lacking. Service has also always been pretty good. I also know that when I'd go with my wife, she'd always get a fajita dish or the Santa Fe Salad, and she always loved the food.

Might it be that Chili's, at least the locations we visited in Illinois, Iowa, and Missouri over the years, has consistency and good service down to a science? If that's my experience, is that most people's experience? And if it is, could that goodwill connected with advertising their food for a good value drive their current success? I can't say for sure, but it wouldn't surprise me.