Chili’s has seen a remarkable surge in sales, climbing nearly 15% in its latest quarter, thanks in part to a viral TikTok appetizer and a targeted ad campaign against fast-food chains. This boost is a clear indicator that the restaurant chain’s two-year turnaround strategy is paying off.

Brinker International, Chili’s parent company, has experienced a 53% increase in stock value this year, pushing its market value to $2.99 billion. Despite this impressive growth, Brinker’s shares fell 10.7% on Wednesday after reporting weaker-than-expected earnings and offering a conservative outlook for fiscal 2025. However, the stock rebounded with a 7% rise on Thursday, with analysts calling the initial drop an “overreaction.”

Chili’s impressive 14.8% same-store sales growth surpasses industry expectations, joining only a few other chains like Chipotle and Wingstop in reporting strong traffic and sales during a challenging economic period. In contrast, competitors such as Applebee’s and Outback Steakhouse have reported sales declines.

A significant driver of Chili’s recent success has been its $10.99 Big Smasher meal deal, which accounted for 60% of its recent growth. The chain’s ad campaign targeting fast-food prices resonated with customers, while the Triple Dipper appetizer, which went viral on TikTok, contributed to 40% of the chain’s sales growth.

However, the increased popularity of these menu items has created new challenges. Chili’s has had to invest in additional labor and resources to handle the influx of customers, which has impacted its bottom line.

Under CEO Kevin Hochman’s leadership, Chili’s has focused on profitable growth by streamlining its menu and reducing less profitable strategies. The chain has also reduced its reliance on coupons and discontinued its Maggiano’s Italian Classics virtual brand. Despite this, Brinker remains cautious about the future, anticipating earnings per share of $4.35 to $4.75 and revenue growth of 3% to 4.6% for fiscal 2025. This conservative outlook reflects concerns about potential economic downturns and increased competition in the restaurant industry.

Chili’s recent success demonstrates the effectiveness of its strategic adjustments and marketing efforts, but maintaining this momentum will be critical as the company navigates a competitive and uncertain economic landscape.