Part 3/11:

Historical Context and Challenges

Chili’s long-standing history traces back to its origins in the 1980s when it was founded by the pioneer of casual dining, Norman Brinker. At its peak, the chain boasted over 1,300 locations across the United States and reported revenues surpassing $4 billion. However, the subsequent recession severely affected the casual dining sector as more consumers opted for home-cooked meals. This shift prompted Chili’s to close numerous stores while diluting its core offerings by expanding its menu beyond recognizable brand elements.