American chain restaurants have become a familiar part of our culture. They offer comfort and affordability, making them staples across the country. Even with financial struggles and shifting dietary trends, these restaurants remain popular.
One interesting phenomenon is the viral trend of the “cheese pull.” This is when diners share videos showcasing gooey cheese stretching from hot dishes like pizza or mozzarella sticks. These videos attract millions of views and play a crucial role in drawing customers into restaurants.
For instance, 23-year-old Sara Rafael recently visited New York City and made sure to stop at chains like Olive Garden and The Cheesecake Factory, all inspired by TikTok recommendations. She explained that the videos made the food look irresistible, influencing her choices based on what she saw online.
Stephen Zagor, a restaurant expert and consultant, emphasizes that the current dining landscape is changing. Many people are cutting back on dining out, which, according to him, puts older chains at risk of becoming “the wallpaper”—essentially forgotten in a crowded market. For a restaurant to thrive, he believes it must create a viral moment, although this often comes at the cost of authenticity.
Chili’s, a popular Tex-Mex chain, has successfully capitalized on social media trends. Their Triple Dipper appetizer, which includes fried mozzarella sticks, gained immense popularity online. The company reported selling 41 million Triple Dippers in 2025, which accounted for 15% of their sales by the fourth quarter of that fiscal year.
Chili’s Chief Marketing Officer, George Felix, credits this success to their social media presence. He noted that understanding the customer through social media has been vital for their resurgence. They even introduced new flavors for their mozzarella sticks based on customer feedback.
Content creators like Karissa Dumbacher, known on TikTok as @karissaeats, have also become key players in this social media landscape. With over 4.5 million followers, her videos attract attention to both casual and high-end dining experiences. She has figured out how to grab viewers’ attention within the first few seconds, making cheese pulls a staple in her videos. Despite showcasing gourmet restaurants, her videos featuring chain restaurants perform exceptionally well, generating significant traffic without the restaurants paying for promotions.
This trend creates a symbiotic relationship—restaurants benefit from exposure, and content creators find success by highlighting food. Michael Lindquist, a senior vice president at a media company, describes social media as a powerful driver for businesses. He notes that social media is now influencing traditional advertising strategies, shaping how brands interact with customers.
However, Zagor raises a cautionary note. He fears that the focus on capturing the perfect food photo detracts from the authentic experience of dining out. Many of his students prioritize documenting their meals over enjoying the company they are with. This shift poses a challenge to the essence of dining as a social experience.
In the end, restaurants today navigate an intricate balance: tapping into the power of social media while maintaining authenticity. As tastes and trends evolve, both the industry and diners will need to adapt to find the right mix.
For more insights on restaurant trends and consumer behavior, check out recent data from the National Restaurant Association here.
