Chili’s Grill & Bar is looking to make viral social media magic happen again. The casual-dining brand is following users who combine Triple Dipper items for social media, marrying the video-friendly cheese pull of its Nashville Hot Mozzarella sticks with Burger Bites sliders.
Last year, Chili’s saw great success on platforms like TikTok with customers doing creative cheese pull videos of its Nashville Hot Mozzarella sticks.
This summer, the casual-dining division of Dallas-based Brinker International Inc. is continuing to into the trend with the use of the hashtag #TripleDipperHack on social media.
“The social team is constantly mining for how our guests are using the Triple Dipper and seeing if there are ideas that we can use,” Kevin Hochman, CEO of parent Brinker International Inc., said on the company’s fourth-quarter earnings call. “There are two things going on. One is that there’s going to be a social influencer push on a new way that the customer has been using the Triple Dipper.”
The hack involves taking the mozzarella planks, sandwiching them in the Burger Bites, and then filming the results.
“They’ve been ordering mozz planks and then putting them on the Burger Bites and then pulling the Burger Bite apart so you get like a cheese pull inside of a burger,” Hochman said.
The next level will be television advertisements, he said.
“We’re likely going to be doing more once it goes on TV, and we need to make sure that operationally, we’re ready,” Hochman said. “We’ve spent the last two quarters making some things more operationally simple on the Triple [Dippers] so that we can handle more volume.”
Burger Bites and Fried Mozzarella are included in more than 50% of all Triple Dipper orders, a spokesperson said.
The Triple Dipper accounted for 15% of Chili’s sales in the fourth quarter, above the 14% of Chili’s total sales for fiscal 2025.
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