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Chili's
We are back, baby!
Media Plan
Client Brief
Media Objective
Increase brand awareness and physical store visits
Audience
Millennials
Flight
One year
Budget
USD $17MM
Analyze it
Background
Team Credentials
Claudia Chiqui,
Bianca Fernandez
Stephana Eghan
Ikenna Ukuwu
Chili's, founded in 1975 by Larry Lavine in Dallas, Texas, has grown into a renowned American casual dining restaurant chain known for its Tex-Mex-inspired cuisine and vibrant atmosphere. With over 1,600 locations worldwide, Chili's offers a diverse menu featuring dishes like burgers, ribs, fajitas, and their signature baby back ribs, along with appetizers like their famous Southwestern Eggrolls and loaded nachos. The casual dining industry was hit hard by the COVID pandemic as restaurants closed and diners avoided eating out, Chili's was highly affected by it and hasn't been the same ever since, experiencing a significant decrease in in-store dining. Despite these challenges, Chili's remains a popular choice for families, friends, and casual diners, adapting to changing consumer preferences with offerings like online ordering, delivery, and a loyalty rewards program to ensure its continued relevance in the competitive restaurant industry.
How can we increase brand awareness and promote physical store visits?
Research
70%
Food from casual dining restaurants is higher quality than fast food and fast casual restaurants
Casual dining restaurants offer affordable prices
Casual dining restaurants provide a variety of quality menu items making them one step above fast-food
56%
Takeout/delivery from casual dining restaurants is just as good as dining at the restaurants
Affordable prices and a variety of menu items make it an ideal place for families
Ideal alternative to cooking at home
The category is moving towards a variety of tech-enabled options
Usually offer rewards and loyalty programs
Consumers agree casual dining offers consistent food quality
Source
“Casual Dining Restaurants - US - 2023.” Mintel Store
MRI Simmons
Connect it
Audience
.Buying Targets
68.6 M Gen Z individuals
72.24M Millennials individuals
(Gen Z & Millennials A 21 - 43)
59%
Gen Zers are interested in brands sharing engaging content online - menu hacks/ new menu items
Gen Z find interested in traveling for sporting events
67%
Posts with the #foodreview has been created on TikTok alone
Gen Z & Millennials lean to online food recco’s that help choose; where to eat and what to eat
Gen Z and Millennials value immersive experiences that allow them to be in person and share online
Allocate the highest share of their budgets for food
Value for the money is the biggest driver in the selection of resturant for on- or off- premise dining
44%
Gen Z & Millennials say they have sent their content to teams’ or league officials’ accounts.
Gen Z watches live sporting events as a result of following an athlete
Sources
The generational divide may reveal emerging restaurant trends, 2022.
Flavorful Fanatics
They value immersive experiences, social connections, and the thrill of discovering new culinary delights and sporting adventures.
The Idea
Audience Insight
People crave lasting memories with friends, sharing in the excitement of the moment, and relishing in the sense of connection and community that comes from shared experiences.
Comms Strategy
Leverage food reviewers and engage sports fans to position in-store dining as the perfect blend of comfort, home-like meals, and social experiences.
Media Strategy
Utilize a multi-channel approach to promote in-store dining experiences, emphasizing the comfort of home-like meals.
Execute it
Content Integration
Chilli’s and the Food Reviewer
Chili’s will leverage selected Food Influencers (100k - 1M) authentic voices to promote new items, menu hacks special events, and speak to them throughout the year through season and trending topic conversations.
Chilli’s and Sport Fanatics
Chilli’s will partner with selected Athletes to promote their ‘Championship Feast’ during the final games of the Super Bowl, March Madness and MLB.
Try Specialized Meals from Legendary Athletes!
Get the chance to win special memorabilia during trivia games
Top cities with the most sports fanatics
The campaign will roll out in select large cities known for their fervent sports cultures and bustling entertainment scenes. These urban hubs are home to iconic sports stadiums, arenas, and lively sports bars where fans gather to cheer on their favorite teams. By concentrating efforts in these strategic locations, Chili's can maximize its impact and engage directly with the heart of the sports community.
Los Angeles,CA
San Francisco,CA
San Antonio,TX
Houston,TX
Dallas,TX
New Orleans, LO
Orlando,FL
Atlanta,GA
NYC, New York
Source
The 10 Best U.S cities to visit for sports fanatics. Bestlife, 2022
Media Recomendations & Investment
Gen Z & Millennials are tuning in, scrolling up, and clicking through
Radio leads all other media types in weekly reach at 84%
Radio reaches Millennials weekly
Gen Z & Millennials are more likely to engage with online advertising content more than older generations
Millennials lead in daily email Inbox Scrolling, Outpacing All Other Generations
​
60%
Gen Z and Millennials have more delivery subscriptions
Top delivery subscriptions:
DoorDash, UberEats, Grubhub,
Gen Z and Millenials are huge on-demand streaming
Video (86%) Music (60%)
Top Streaming Platforms:
Netflix, Hulu, Amazon, Prime Video
​
Source
MRI Simmons, 2023.
Nielsen Total Audience Report Q3, 2023
Edison Research, “Share of ear”, 2023
Content Integration
Format: FB/IG Stories, TikTok Stories
Budget: $6,000,000
Encourage customers to share their Chili's game day experiences on social media platforms using designated hashtags. Curate user-generated content and leverage influencer partnerships to amplify brand visibility and engage with a wider audience.
Local TV & Streaming Video
Format: 15s Video
Budget: $3,000,000
Target our audience during major sports seasons when fans are planning to gather with friends to watch, discuss, and celebrate games with food/drinks, or when they are viewing culinary programming.
Digital Out-of-Home
Format: Digital & Transit Units
Budget: $2,000,000
Create awareness of DashPass among our audience living in metropolitan areas as they’re commuting or running errands throughout their busy schedules.
Retail media
Format: Doordash, UberEats
Budget: $1,500,000
Leveraging the significant user base of Doordash and UberEats and their broad service offerings, ads and promotions are seamlessly integrated into the browsing experience, effectively driving sales while avoiding a disruptive feel.
Satellite & Local Radio
Format:Serius XM and Local radio stations
Budget: $1,000,000
Satellite radio leverages its unique positioning and audience profile to effectively engage large target demographics, while local radio harnesses local targeting capabilities, daypart options, listener loyalty, and cost-effectiveness to engage specific geographic areas.
Paid Social
Format: FB/IG Stories & Feeds
Budget: $1,000,000
Reach the audience when they’re scrolling through their social media feeds for inspiration, discovery, and finding online communities that share similar values.
Paid Search
Format: Responsive Search Ads
Budget: $800,000
Reach the audience by targeting keywords related to Chili's menu, locations, and rewards program increasing engagement and conversion likelihood.
Digital Display
Format: Food Network, Food & Wine
Budget: $600,000
Blogs frequented by food enthusiasts, provide a platform to seamlessly integrate Chili's promotions with relevant content, leveraging their influence and trust among readers. By integrating Chili's into broader lifestyle discussions and trending topics.
Streaming Audio
Format: Spotify, Pandora, Youtube Music
Budget: $500,000
Leveraging targeted advertising, personalized content, cross-platform reach, and data-driven insights to effectively engage with the audience.
Email Marketiong
Format: Google, Yahoo, Outlook
Budget: $50,000
Reach our audience while they scroll through their emails to promote Chili's in-store dining and delivery coupons, personalized offers, social sharing incentives, family meals, convenient and healthy options.
Media Flowchart
Consumer Journey & Measurement
Media Objective
Increase brand awareness and physical store visits
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