The Cheese Pull Effect: How TikTok is Rescuing American Chain Restaurants
In an era of economic uncertainty and shifting consumer preferences, American chain restaurants are finding an unlikely lifeline: viral social media trends, particularly the mesmerizing “cheese pull.” These familiar establishments, once facing a potential fade into irrelevance, are leveraging platforms like TikTok to lure diners back into their seats and boost sales, demonstrating the powerful influence of online content on the restaurant industry.
Affordable, familiar, and reassuring, American chain restaurants have long been a staple of the nation’s roadside culture. Despite financial headwinds and evolving dietary habits, they’ve proven remarkably resilient. This series examines the enduring appeal of these establishments and how they’re adapting to a rapidly changing landscape.
The “cheese pull” – a visually captivating video of diners stretching gooey cheese from dishes like pizza or mozzarella sticks – has emerged as a potent marketing tool. A compelling cheese pull can garner millions of views and, increasingly, translate into real-world foot traffic. In November, Sara Rafael, 23, traveled from Ireland to New York City with a dining list heavily influenced by TikTok recommendations, including Olive Garden, The Cheesecake Factory, and Raising Cane’s.
Rafael explained that food videos on the platform “always make the food look so appetizing,” leading her to prioritize mid-tier American chains based on recommendations from online strangers. This moment is critical for restaurants, according to Stephen Zagor, a restaurant industry expert and adjunct professor at Columbia Business School. With diners increasingly opting to spend less and eat at home, older chains risk becoming “the wallpaper,” blending into the background of American life.
Zagor asserts that restaurants now need a “viral moment” – whether in their menu or ambiance – to survive. However, he cautions that this strategy comes with “a certain loss of authenticity.”
Few chains have capitalized on the viral cheese pull phenomenon as effectively as Chili’s. The Tex-Mex chain’s Triple Dipper appetizer – a customizable trio of dippers and sauces – has gained significant traction online thanks to its generously portioned, stretchy fried mozzarella sticks. The company reported selling 41 million Triple Dippers in fiscal year 2025. This popularity has demonstrably impacted the company’s bottom line, with the Triple Dipper accounting for 10% of sales in the fourth quarter of fiscal year 2024, rising to 15% a year later.
According to George Felix, Chili’s Chief Marketing Officer, these numbers represent “a massive gain in a short amount of time,” attributing 100% of the increase to social media. Recognizing the menu item’s popularity, Chili’s expanded the Triple Dipper line with new flavors like Nashville Hot and Honey-Chipotle. Zagor believes this was a pivotal moment, helping the 50-year-old chain stage a remarkable comeback. “I think it speaks to the fact that Chili’s is back in the culture,” Felix stated.
In today’s competitive market, compelling content – and captivating cheese pulls – reign supreme. Content creators like Karissa Dumbacher, (@karissaeats on TikTok, with over 4.5 million followers), have played a key role in amplifying these trends. One of her sponsored videos featuring Chili’s iconic cheese pull has garnered 2 million likes.
Dumbacher has identified a formula for creating viral food content: “The first three to five seconds of the video has to pull you in visually,” she explains. “People are gonna stick around to see if it’s worth it, and that’s what you want. That’s why so many people go for the cheese pull.” Posting “everything I ate” videos daily, Dumbacher showcases restaurants ranging from fast food to high-end establishments, both domestically and abroad.
Interestingly, Dumbacher notes that her videos featuring classic chain restaurants like The Cheesecake Factory consistently perform well, even alongside content from more upscale dining experiences. Restaurants benefit from this organic exposure, as most viral video creators are not directly compensated. “Most people that are posting these viral videos aren’t getting paid by the restaurants, and it’s creating a bunch of traffic. So it’s huge,” she says, adding that this trend is driving increased investment in social media advertising.
Michael Lindquist, senior vice president of social for BarkleyOKRP, emphasizes that social media is now “a key business driver” and “an infinite feedback loop” for businesses. His company works with brands like Red Lobster and Marco’s Pizza, and he observes a growing trend of broadcast and TV campaigns mirroring social media behavior. However, Zagor cautions that virality alone isn’t a sustainable strategy.
“You would like all businesses to be organic, because people love it, and they come back because the food is great,” Zagor says. “Not because you saw this incredible dessert, and [say] ‘Wow, I need to have that.’” He notes a concerning trend among his college students, who prioritize documenting their meals for social media over actually enjoying the dining experience. “Everyone raises their hand” when asked if they photograph their food, and “they all raise their hands” when asked if they take more pictures of their food than of their friends and family.
For Zagor, this shift is troubling, suggesting that the human experience of dining is increasingly focused on capturing the perfect photographable moment rather than fostering genuine connection. “And something’s just weird about that.”
