• by Teresa Buyikian , 4 hours ago

It’s not often a fast casual chain promotes its new airport location. But in the case of Chili’s and the Seattle-Tacoma Airport, the location marks the brand’s return to the Emerald City.

This week Chili's announced its new location inside Seattle-Tacoma International Airport, which is the brand’s first in the area in a decade.  

To promote the locale, the brand released a new social campaign, playing off the film “Sleepless in Seattle.” The ad, seen here, opens on a remake of the classic scene where Tom Hank’s character’s kid, here referred to as “Chilis-less in Seattle,” calls a radio station seeking what appears to be a wife for his dad. The kid then proceeds to go into detail on what his dad really needs: a Chili’s in Seattle. As dad gets on the phone, he asks, “Could you also help me find a wife?,” which is met with a solid “no” from the radio host. 

The center of the effort is a contest giving consumers a chance to win a $500 flight credit to “get you straight through TSA and into a Triple Dipper” at the Seattle-Tacoma International Airport to try the new location in Concourse C before flying “wherever they please.”

“Seattle-area guests have been hungry for Chili's for years, and after thousands of requests, we're back in the region,” said George Felix, Brinker International CMO, in release.“ 

To enter to win the $500 flight credit, consumers must explain why “they’re excited to finally have a Chili’s in Seattle” on the campaign post on the brand’s Instagram, Facebook or X platforms by July 17.