• by Tanya Gazdik , August 20, 2025

Chili’s is not done having its viral social media moment with its Triple Dipper appetizer. 

“The casual-dining brand is following users who combine Triple Dipper items for social media, marrying the video-friendly cheese pull of its Nashville Hot Mozzarella sticks with Burger Bites sliders,” according to Nation’s Restaurant News. “Last year, Chili’s saw great success on platforms like TikTok with customers doing creative cheese pull videos of its Nashville Hot Mozzarella sticks.”

The QSR is leaning into the trend with the use of the hashtag #TripleDipperHack on social media.

“TikToker user @johnohhhh1 posted a hack involving Chili's Triple Dippers that turns the once-separate appetizers into a makeshift chicken parmesan, which Chili's itself declared as ‘the best triple dipper hack’ in the comments,” according to Tasting Table. “Instead of shying away from this virality, the Chili's brand actively engages with customers on social media and regularly lets people know when they've discovered an incredible hack, much like the chicken parmesan.”

The chain based outside Dallas has mounted a financial comeback by mobilizing fans on social media.

“The chain, which celebrated its fiftieth anniversary in March, is enjoying a TikTok-fueled renaissance and has found a new and faithful customer base in Gen Z,” notes Texas Monthly. "In an era when most U.S. dining chains face precarious futures (and even bankruptcy, in the case of Red Lobster and TGI Fridays), the parent company of Chili’s, Brinker International, recently posted a 31.6% increase in quarterly sales (comparing sales at existing locations during the same period this year and last year).”

That’s not where the social media viral moments end. 

"The #cheesepull challenge got its start on TikTok, with videos of people filming themselves at the restaurants pulling Hot Mozz,” according to Texas Monthly. “It began organically, but once executives noticed how much engagement the videos were getting, they started building on it, said Jesse Johnson, vice president of marketing.”

Although many consumers say they're eating more at home and trying to save money, Chili’s bargain pricing has lured people in.

“The company noted that Chili's sales growth this quarter was driven mostly by increases in traffic, menu innovation and advertising that highlights value,” according to Chron. “The perception of Chili's as serving fairly priced food and drink options for a sit-down restaurant experience has been key to its growing popularity.”