Chili’s, a casual-dining chain, is revamping its restaurants with a new look that focuses on nostalgia and value. The chain, founded in Dallas, Texas, over five decades ago, is debuting its new look in its hometown. The new design features red-leather booths, colorful tile tables, and walls adorned with nostalgic touches, including a print of its original menu from 1975.

Revamping for Success

Chili’s CEO and President Kevin Hochman stated that the objective is to make Chili’s more like its former self. The chain plans to remodel about 10% of its roughly 1,200 US restaurants each year until completion. The remodels aim to maintain momentum after 20 consecutive quarters of same-store sales growth and double-digit rises in traffic.

Hochman credits a simple recipe for the chain’s success: good food, quality service, and low price points. Chili’s has slimmed down its menu to improve wait times and nixed coupons in favor of easy-to-understand promotions. The chain has also been successful in taking a larger percentage of visitors from its full-service and fast-food rivals due to its focus on value.

Food and Value

Chili’s is focusing on value, with its guest check averaging under $3 to $4, compared to the average casual dining experience. The chain has introduced popular value meals, such as its ‘3 for Me’ deal, which includes an appetizer, entree, and a drink starting at $10.99. Chili’s is also introducing a new Big Crispy chicken sandwich, which is 80% larger than McDonald’s frozen filets.

The chain’s success is a rare feat during an overall slowdown in dining. Chili’s has emerged as a bright spot in the casual dining category, and Hochman believes the chain will continue to thrive despite broader economic pressures.

Original reporting: KTVZ (Central Oregon) — read the source article.