Chili’s is a diner-style casual dining chain of restaurants that offers staple American and Tex-Mex food including burgers, ribs & steaks, salads, soups, chili (of course!), chicken, sandwiches, pasta, fajitas, tacos, and quesadillas.
Chili’s has over 1200 restaurants across the country and a loyal customer base which is a testament to its success. But who is its target market? And why do they love the food at Chili’s so much?
In this article, we will explore Chili’s target market and understand what attracts people to this restaurant chain over others.
Who is Chili’s Target Market?
To best understand Chili’s target market, we need to first understand who is the target market for a fast-casual restaurant and secondly why they choose Chili’s over a multitude of alternatives that are probably available to them.
This way we focus on the customer’s need to eat a good but fast sit-down meal and their motivation to go to Chili’s. By understanding their needs and their wants we can appreciate their motivation to select Chili’s and to spend their money on a good meal there.
Such an analysis gives us the following segments of Chili’s target market:
- People who love classic American and Tex-Mex food
- People who specifically love the food at Chili’s
- People looking for great food that’s reasonably priced
- People looking for an easy and casual place to eat
- People who appreciate quick and efficient service
- Parents looking to take the kids to a fun place to eat
- People looking for a place to meet friends over a meal
- People who like a restaurant with broad menu options
- People looking for a meal on-the-go
- Office workers looking for a quick bite
Let’s look closely at each of these segments of Chili’s target market.
#1. People who love classic American and Tex-Mex Food
This segment of Chili’s target market is the most obvious. People who love classic American and Tex-Mex fare like burgers and fries, chicken, salad, pasta, fajitas, tacos, quesadillas, etc. are going to be naturally drawn to a restaurant like Chili’s that specializes in this cuisine.
Having said that, it’s important to note that these people are looking for a place that makes great American and Tex-Mex food but they are not specifically looking for Chili’s.
In other words, they are not necessarily brand loyal to Chili’s, they just want good American or Tex-Mex food and would willingly go to another restaurant that can give them what they want.
#2. People who specifically love the food at Chili’s
What’s interesting about this segment of Chili’s target market is that they are not just looking for any restaurant, they specifically want the food from Chili’s.
This indicates a higher level of brand loyalty than the previous segment. These people have probably tried Chili’s before and liked it so much that they want to keep coming back for more.
The key to attracting this segment of its target market, Chili’s needs is to ensure that the quality of the food remains high and consistent.
If these people have a bad experience at Chili’s, they are likely to switch loyalties to another place.
#3. People looking for great food that’s reasonably priced
People looking for great food that’s reasonably priced is another segment of Chili’s target market. These people are looking for value and they want to get the most bang for their buck.
Chili’s is a great option for these people because they offer high-quality food at very reasonable prices. People in this segment are usually willing to sacrifice some amenities (like atmosphere) in order to get a great meal at a good price.
They may even simply buy the food to go instead of sitting down and eating at the restaurant.
#4. People looking for an easy and casual place to eat
For those who prefer to sit down and relax while they eat their burger or salad or pasta, Chili’s is still a great option because it’s an easy and casual place to eat.
People in this segment are looking for a place where they can just sit and enjoy their food without having to worry about anything else.
The casual atmosphere of Chili’s is perfect for these people and they are likely to become regular customers if they have a good experience.
#5. People who appreciate quick and efficient service
Most people who go to a place like Chili’s are looking for quick and efficient service. They want to be in and out as quickly as possible so they can get on with their day.
These days no one has the time or patience to wait around for their food and Chili’s is known for being quick and efficient. This is a major selling point for this segment of the target market.
The staff at Chili’s is known for being friendly and helpful, which also goes a long way with this segment of the target market. They want to be served by someone who is happy to be there and who is going to make the experience as enjoyable as possible.
#6. Parents looking to take the kids to a fun place to eat
Taking kids out to dinner can be a challenge but it’s something that parents have to do from time to time. When they are looking for a place to take the kids, they want somewhere that is fun and affordable.
Chili’s is a great option for parents because it’s a place that kids will enjoy and the food is reasonably priced.
This segment of Chili’s target market is also looking for a place that is kid-friendly and where they won’t have to worry about their kids making a mess.
#7. People looking for a place to meet friends over a meal
This segment of Chili’s target market is looking for a place to catch up with friends over a meal. They want somewhere that is comfortable and where they can relax and enjoy some good food and conversation.
Chili’s is a great option for these people because it has a relaxed and comfortable atmosphere. The food is also good quality, which makes it the perfect place to meet up with friends.
#8. People who like a restaurant with broad menu options
Many people prefer to go to a restaurant that has a broad menu so they have more options to choose from. This group of people does not like to be limited in their choices and they want to be able to find something that they will enjoy.
Chili’s restaurants have a wide variety of menu items to choose from. What this also means is that there is something for everyone, which makes it a great place to go with a group of people.
Also, people who like many options on the menu are likely to be frequent customers because they will never get bored with the food. They can always find something new to try, which keeps them coming back.
#9. People looking for a meal on-the-go
When someone’s in a hurry and is looking for a quick meal, they often turn to fast food options. However, there are times when people want something that’s a little bit better than fast food but is still quick and easy to grab on the go.
This is where Chili’s comes in. The food is made fresh and they are a step up from fast food options. So with Chili’s people in a rush can have the best of both worlds – a quick and easy meal that is also delicious.
This segment of Chili’s target market looks for convenience without sacrificing quality and they are willing to pay a little bit for it.
#10. Office workers looking for a quick bite
When someone at work needs to grab a quick lunch or snack, they often turn to the vending machine or the office cafeteria. But sometimes these options are not very appealing and people crave something better.
Chili’s is a great option for office workers who are looking for a quick bite. The food is fresh and delicious, and some of it can be ordered to go so there’s no need to wait around.
So a Chili’s that is close to an office building is likely to get a lot of business from people who are looking for a quick and easy meal. To attract this market, Chili’s competes not just with other American food restaurants like Applebee’s or Denny’s but with similar fast-casual restaurants like Panera Bread, Pret a Manger or Chipotle.
Conclusion
Chili’s target market includes people who both love classic American or Tex-Mex cuisine and similar type of food and specifically love the food at Chili’s.
People who are looking for a quick and easy meal also find themselves going to a Chili’s restaurant if it’s convenient. Another point of attraction is the quality of service.
Parents looking for a place to take kids to eat also like Chili’s for the many options that it has that kids tend to love without complaining a lot. Likewise, people who like the broad menu options also find Chili’s a good place to eat.
For many, quick service is a vital point of differentiation between restaurants, and this segment of Chili’s target market appreciates the quality and speed of service that they get there.
When looking for a place to meet friends, hang out, and get a quick bite, people often just meet up at a Chili’s restaurant. They can be sure to get an affordable and tasty meal – a perfect option between fast food and casual dining.
Finally, people who want to grab a quick bite on the go, which can include office workers, also appreciate Chili’s for their great balance between price, quality and convenience.