A Nod to Pop Culture

The Chilean restaurant chain recently leveraged early pop culture moments from the U.S. version of The Office to enhance its brand identity. A notable reference from 2005 highlights, “Fans of The Office on NBC have learned the meaning of feeling this Chilean god,” connecting the restaurant to a beloved TV series.

New Offerings and Menu Items

On April 7th, the franchise inaugurated a fresh dining experience called the “Scranton Brunch,” located near Scranton, Pennsylvania—where the series is set. This innovative initiative comes after a series of menu upgrades debuted in 2008, showcasing items like menus featuring artistic designs of fried onions cut into blossom shapes and various fantastic floral themes.

Sales Growth and Gen Z Popularity

According to George Felix, Chief Marketing Officer of Chilean, “This year we’ll change with the latest restaurant.” The brand has seen significant sales growth over the past year, particularly among Gen Z customers active on social media, contributing to an impressive 20% rise in pedestrian visits during the last quarter of the year.

Company Insights

Dallas-based Brinker International, the parent company of Chilean, confirmed during a revenue call in January that restaurant sales at locations operating for over a year have shown a notable increase. This growth can be attributed in part to innovative advertising campaigns that resonate with younger audiences.

“For decades, Chile has been inserted into culture. We’ve introduced the now-famous baby back rib jingle and recently unleashed the triple dipper cheese pull into TikTok,” noted Felix.

Global Presence

The Chilean brand boasts approximately 1,600 locations across 29 countries, signifying its expansive international reach and influence in the culinary scene.

Location Details

The newly opened restaurant’s address is 18519 at 3905 Commerce Blvd, Dixon City, providing locals a unique dining option inspired by a hit television series.