Case Study Chili's

When it comes to Instagram Chili’s seems to have more of a presence than other restaurants within the Brinker’s company. They do a pretty good job of using social media to raise awareness, influence desire, encourage trial, facilitate purchase, and create loyalty. One of the most important parts of raising awareness for the company is gaining a following base. Considering Chili’s has one hundred and fifty one thousand followers, they have a strong following base. To increase this base they sometimes repost photos from their followers and others who have tagged them which attracts those people’s followers to the page. They also use hashtags which will come up in searches which also attracts potential new followers to their page. Finally, they keep a consistent presence on …show more content…
One thing they do is create photos and videos from the perspective of someone eating their food. This makes the viewer feel like they should be eating the food and entices them to go to the restaurant or pick up some of the grocery items. They use the same method to encourage trial of new or seasonal items that are on the menu at the moment. When it comes to facilitating a purchase using Instagram there are a few different things Chili’s does. One of the things they do is post about partial proceeds events they do in their restaurants. For example they had a day where they donated money to St. Jude. The way the donations worked was you donated money and then got to color and put up a pepper on the wall. They took some of the more creatively designed peppers and posted them to their Instagram. This not only shows the followers chili’s cares about them but it also show’s they care about the community which will make them want to purchase from them. Also, they create advertisements to show the deals they are