21-05-2025
Two very surprising things unrelated to food and drink are fueling the comeback of Chili's
Music and free Wi-Fi might not be on the menu — but they're helping bring customers back.
A recent study by Technomic found that more diners want background music and free internet access when they go out to eat.
The percentage of customers wanting music rose from 43 two years ago to 50 percent now, while demand for Wi-Fi rose to 45 from 41 percent.
'It's all about takeout and off-premise these days, but those are on-premise elements,' said Robert Byrne, director of consumer insights at Techmonic via Restaurant Business.
'Consumers still want on-premise elements that are enhanced when they go out to eat.'
Recent studies also show that 88 percent of businesses worldwide play music,while fast food chains like McDonald's offer free Wi-Fi to thousands of restaurants.
Byrne pointed to Chili's — credited with 'the best comeback of all time' after a surge in customers — and Taco Bell as examples of restaurant chains thriving in today's market.
Both offer music and Wi-Fi at their locations and have posted strong financial results.
Music and connectivity have become integral to the dining experience, particularly as technology evolves.
Customers have higher expectations—and ambiance can be a deciding factor.
'People going out to eat generally want some ambiance in the restaurant,' Neil Saunders, the managing director of retail at GlobalData, told
'Music helps provide this and it can lift the mood and the vibe of an establishment.'
He added that free Wi-Fi has become what some consider a 'hygiene factor' and that restaurants without it could be 'very annoying' for guests.
The restaurant industry has already been struggling due to factors like inflation or preference changes, and tariffs have started to become a major concern.
'The whole uncertainty around tariffs from a consumer standpoint has really spooked them,' said Technomic Managing Principal Joe Pawlak, adding that customers who worry about the future will 'think about spending more judiciously.'
Experts from the website found that average restaurant sales rose by only 3 percent overall last year, meaning unit growth and menu price increases have also caused the industry to suffer customer decline.
Chili's is one of few restaurant chains that has survived the struggle after making ' the best comeback of all time.'
Its foot traffic has significantly increased over the past year, and its same-store sales have risen more than 31 percent for the past two quarters.
Experts believe its 3-for-Me offer for $10.99 and up and Big Smasher burger debut were crucial things that contributed to the increase.
Unlike Chili's, Taco Bell has been consistently strong financially and experienced a 9 percent same-store sales growth.
Taco Bell is known for regularly updating its menu items and heavily promoting them.
'They're always hitting the menu board with something new, something exciting, and they're able to turn that into advertising that makes you hungry,' Byrne said.
While music and free Wi-Fi have proven to make a difference for restaurants, it didn't stop chains like Hooters from filing for Chapter 11 bankruptcy protection.
Other music-filled chains in trouble include On the Border Mexican Grill & Cantina and TGI Fridays, which only has 85 US restaurants left.
