Recently, a rumor that the Chili’s restaurant chain will close all stores in 2024 has aroused widespread attention and concern. The news was originally released by the media Taste of Country on May 9, 2024, with the title “Chili’s will close stores across the United States in 2024” and accompanied by photos of stores with the words “Closing Down”. The report was subsequently reprinted by many media, arousing panic and doubts among a large number of consumers.
Cause of the rumor and consumer response
The report triggered a strong response on social media. A loyal customer wrote on Twitter: “CHILI’S is closing!!! I can’t accept it at all!!!” Similar emotions spread among the fan group, posing a challenge to the brand’s reputation.
Chili’s official response: The rumor is false and the business is performing well
In response, a Chili’s spokesperson quickly came forward to clarify, pointing out that these reports and discussions on social media contain a lot of “misinformation and misunderstandings about our business status.” In fact, Chili’s has performed strongly recently, with sales in the latest quarter growing significantly, far exceeding the average level of the restaurant industry.
Brand New Dynamics and Product Innovation
Chili’s not only maintains stable operations, but also launched a popular new product – Big Smasher Burger. This burger can be purchased alone or as part of the “3 For Me” package, which includes fries, unlimited non-alcoholic beverages, and unlimited tortilla chips and salsa, priced at only $10.99, which is very cost-effective.
Store Adjustment: Regular Optimization Non-Brand Decline Signal
Although some stores are closed, this is a regular business adjustment for chain restaurants. In March 2024, Chili’s had 1,221 stores in the United States, 10 fewer than in the same period in 2023; the number of international stores dropped from 371 to 345, a decrease of 26. The spokesperson emphasized that this adjustment is a normal part of the healthy development of the brand, aimed at optimizing resource allocation and improving overall operational efficiency.
Chili’s firmly denies the closure rumors. The brand remains vibrant and continues to win the favor of consumers. As one writer said, “True strength lies in perseverance in the face of wind and rain.” Chili’s is continuing to move forward steadily in the restaurant industry with innovation and quality service.
Leave a Reply