Chili's is gaining popularity among Americans again.

Chili's efforts to win back American consumers are working.

In the restaurant industry, a significant increase of 14.8% was seen in same-store sales during the fiscal fourth quarter, despite many chains facing challenges in attracting customers.

Kevin Hochman, CEO of Chili's parent, stated to CNBC that our marketing team has excelled in reconnecting with the current trend or becoming relevant once more.

Sales growth has been consistent throughout fiscal 2024 due to a strong social media presence and a focus on value-based advertising.

According to David Palmer, senior managing director at Evercore ISI, the company is achieving a profitable sales blend while maintaining food costs at or below 2019 levels. Additionally, they are providing value to consumers.

In the early 2000s, the brand experienced rapid growth, but after the Great Recession, Chili's U.S. locations declined and sales growth slowed down.

Brinker's CEO, Hochman, has been leading the company since June 2022. Under his leadership, the casual dining chain has prioritized advertising, enhancing the physical locations, and improving the overall experience for both customers and employees.

"Chili's has become fun again due to the improvements in technology, culinary innovations, and support from our bosses," said Joe Wilson, managing partner of a Chili's in East Rutherford, New Jersey.

Watch the video to learn more about how Chili's made a comeback.