Splitting The G & Cheese Pulls

A few weeks ago, I was perplexed when my teenage daughter asked if her and her friends could go to Chili’s. Chili’s I repeated? I asked her multiple times to confirm we were talking about the same Chili’s that I haven’t been to or thought of in years. Living in New Jersey, with its never-ending list of amazing restaurants, I was naturally caught off guard. “What’s at Chili’s?” I asked. She informed me they needed to get this sampler platter to experience the viral cheese pull they’ve seen over social media.

Similarly this past weekend, while I was hanging with friends, one of them pulled cans of Guinness from the fridge and the conversation shifted to the popular “Splitting the G” challenge. As we took our own shot at splitting the G, we continued discussing the comeback of the famous Irish stout, the art of the two-part pour, and the never-ending debate if Guinness in the U.S. is different than in the U.K. A welcomed break from our usual local brewery IPAs.

Interestingly, the resurgence of both these brands has a lot in common. In an era where digital presence can make or break a brand, Guinness and Chili's have harnessed the power of experiences and social media to achieve remarkable growth and customer engagement. Both brands have strategically leveraged social platforms to amplify their reach, foster community, and drive impressive results.

Chili's: A Sizzling Comeback Fueled by Social Media

Chili's has made an extraordinary comeback, with social media playing a pivotal role. The brand shifted its focus from traditional, discount-driven marketing to a more dynamic, content-driven strategy that resonates with younger, digitally savvy audiences.

One standout campaign was the reintroduction of the "Triple Dipper" (which has been on the menu for some time), allowing customers to choose three appetizers. This campaign was heavily promoted through engaging, relatable content on platforms like TikTok and Instagram. Its authenticity and shareability led to a doubling of its sales share and a 31% surge in same-store sales during the last quarter—Chili's best performance since the post-pandemic period.

Moreover, Chili's adept use of viral trends, influencer partnerships, and interactive content has revitalized its brand image, transforming it into a fun, must-visit dining destination. This strategic pivot not only boosted foot traffic but also strengthened the brand's connection with a new generation of customers.

Guinness: Brewing Global Success Through Digital Engagement

Guinness, the iconic Irish stout, has also experienced a surge in growth, thanks largely to its innovative social media strategies. The brand reported a 15% organic net sales increase in fiscal 2024, driven by strong performances in key markets such as the U.S., Great Britain, and Ireland.

“Splitting the G” is a drinking challenge associated with Guinness, where the goal is to take a substantial first sip from a freshly poured pint so the beer's surface aligns precisely with the horizontal bar in the middle of the "G" in the Guinness logo on the glass. This requires careful consumption to achieve the desired level.

Nial Horan and Ed Sheeran attempted the feat on Tik Tok, which accelerated the viral trend. This exposure not only popularized the challenge but also increased interest in Guinness among younger demographics. The trend has been so influential that it’s been cited as a factor in recent Guinness shortages in the U.K., as the brand's rising popularity among young and female drinkers, spurred by the “Splitting the G” challenge, led to higher demand.

The Common Thread: Authentic Engagement and Strategic Storytelling

While Chili's and Guinness operate in different industries, their social media success stories share common themes:

  • Authentic Content: Both brands focus on creating genuine, relatable content that resonates with their audiences.

  • Community Building: They leverage social platforms to foster a sense of community, turning customers into brand advocates.

  • Data-Driven Strategies: By analyzing engagement metrics and consumer feedback, they continuously refine their approaches to maximize impact.

With the Super Bowl coming up this weekend, jump on these F&B trends. Grab some Guinness cans (not the bottles) and dust off those iconic Guinness glasses. Craving that cheese pull? For the home, the best is from Big Mozz, found at your local store. What a pairing.