A building with a digital ad showcasing people on roller skates and the tagline "Milk hydrates better than water."

Chili’s

Brought the in-restaurant experience to every digital interaction

Case Study

CHALLENGE

There was a time when all anyone wanted was their “Baby back, baby back, baby back (ribs).” Chili’s was part of culture and then, suddenly, it wasn’t. To reclaim its place in the zeitgeist, we needed to bring Chilihead hospitality to every interaction, especially digital.

SOLUTION

We started with a redesign of Chili’s digital communications, with mouth-watering photography and a playful, punchy tone. From there, we worked together to replatform the Chili’s site and app, and for in-person interactions, we redesigned how My Chili’s members experience loyalty at the table – ensuring that guests feel Chili’s brand love, even when they’re paying the bill. These changes were all part of the puzzle that’s helped this iconic brand stage one of the biggest comebacks of the decade.

RESULTS

49.9^%

Lift to Member Net Sales YoY

42.7^%

Lift to Member Transactions YoY

10.9^%

Lift to Active Member Growth YoY

2.1^%

Reduction to Member Lapse / ChurN YoY

PERSONALIZATION THE CHILI’S WAY

One reason for this resurgence is the use of personalized communications. For example, no one does margaritas like Chili’s. So, on National Margarita Day, we pulled every Margie, Margaret, and Rita from the My Chili’s database (all playful spins on “Margarita”), served them custom content, and drove them to a landing page that crowned Chili’s the undisputed authority on margaritas.

KEEP MEMBERS COMING BACK

Our post-visit emails help deepen brand affinity without pushing transactions or providing discounts. These personalized messages celebrate My Chili’s members – so that they feel recognized, valued, and genuinely excited to return.

SPICING UP THE WEBSITE

Following a full site replatform, we reignited the web experience with high-impact pages for the viral Triple Dipper® and exclusive member giveaways. We also upgraded the menu UX to make ordering smoother and even more craveable.

REIMAGINING THE ZIOSK

We made redeeming My Chili’s perks in-restaurant much more effortless, so the experience feels unmistakably Chili’s as soon as you sit down. It’s a small shift that makes rewards feel immediate, on-brand, and worth coming back for.

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