Social media’s role in reviving American chain restaurants

American chain restaurants have become a staple in roadside culture, known for their affordability and familiarity, despite economic challenges and changing diets.

This series examines the enduring appeal of these establishments and their strategies for survival amidst rapid changes.

Read our previous articles on how these restaurants evoke nostalgia and manage to thrive in a difficult economy.

The phenomenon of the cheese pull.

Social media buzz around cheese pulls has become a potent marketing tool, driving diners to share videos of gooey cheese stretching from pizza slices or mozzarella sticks.

These engaging visuals can draw millions of views and significantly influence restaurant traffic.

Sara Rafael, 23, traveled from Ireland to New York City in November with a dining itinerary that included Olive Garden, The Cheesecake Factory, and Raising Cane’s, all discovered on TikTok, as she told NPR.

“TikTok food videos, including those with cheese pulls, make the food look irresistible,” Rafael notes, influencing her choice of mid-tier American chains based on online recommendations.

Stephen Zagor, a restaurant industry expert and Columbia Business School adjunct professor, highlights this pivotal time for restaurants.

With more diners eating at home, older chains face the risk of becoming “background noise” in the industry.

Zagor asserts that restaurants need to create “viral moments” to remain relevant, though this might come at the cost of “authenticity.”

Chili’s cheese pull moment

Chili’s, a Tex-Mex chain, has capitalized on the cheese pull trend with its Triple Dipper, known for its stretchy mozzarella sticks.

In fiscal year 2025, Chili’s sold 41 million Triple Dippers, which boosted fourth-quarter sales from 10% to 15%, as shared with NPR.

Chili’s Chief Marketing Officer George Felix attributes this “massive gain” to social media, highlighting its impact on restaurant success.

Felix notes that once the item gained popularity, Chili’s culinary team expanded their mozzarella stick flavors to include Nashville Hot and Honey-Chipotle.

This has revitalized the 50-year-old chain, which was previously fading into the background, according to Zagor.

“Chili’s is back in the culture,” Felix states, underscoring the restaurant’s resurgence.

In a crowded market, content, and cheese pulls, are king

Content creators like Karissa Dumbacher, known as @karissaeats on TikTok, have produced viral videos featuring Chili’s, including a cheese pull video with over 2 million likes.

Dumbacher emphasizes the importance of engaging viewers in the first few seconds of a video, which is crucial for capturing audience interest.

Since starting on TikTok during the COVID quarantine in Beijing, she has amassed over 4.5 million followers by posting daily food videos from various restaurants.

Her content, whether from casual chains or high-end dining, consistently performs well, benefiting both her platform and the restaurants featured.

Dumbacher notes the organic traffic generated from viral posts, which often aren’t paid promotions, highlighting the shift from traditional ads to social media marketing.

Michael Lindquist of BarkleyOKRP emphasizes social media as a crucial business driver, shaping modern marketing strategies.

Lindquist explains how social media influences broadcast campaigns and brand interactions.

However, Zagor warns that while viral trends can boost visibility, they shouldn’t replace genuine customer love for quality food.

Zagor observes a trend among college students who prioritize photographing their meals for social media over enjoying them.

He raises concerns about the focus on capturing moments rather than experiencing them, suggesting a shift from organic dining experiences.

“And something’s just weird about that,” he concludes.