Chili’s Expansion Plan: Chain to Add Dozens of New US Locations in Major Growth Push

Chili’s is set to expand its footprint across the United States, bringing its iconic burgers, fajitas, and baby back ribs to more communities. This expansion comes as the beloved casual dining chain continues to build on a remarkable sales resurgence.

Brinker International, the parent company of Chili’s, has unveiled an ambitious growth strategy that includes plans to open 20 to 30 new restaurants each year through fiscal year 2029. The company anticipates an annual restaurant count increase of 2% to 3%. According to industry reports citing Brinker Chief Financial Officer Mika Ware, the chain has already identified up to 300 potential sites for future locations.

This aggressive expansion follows a period of sustained financial success, marked by five consecutive years of sales growth. During this period, sales at Chili’s restaurants open for at least a year have surged by 71%, according to leadership announcements made during Brinker International’s 2026 Investor Day presentation on September 17.

Customer engagement is also on the rise, with weekly visits per restaurant increasing from approximately 3,400 in fiscal 2023 to 4,200 in fiscal 2026. Over the same timeframe, average annual sales per restaurant climbed from roughly $3.3 million to $5 million, according to Brinker CFO Mika Ware.

USA TODAY reached out to Brinker International on September 23 for further comment and additional information, though the company has not yet responded.

Where is Chili’s targeting new growth?

While Chili’s continues to dominate its traditional strongholds, the chain is actively exploring opportunities beyond its established markets to fuel further growth.

Although California, Texas, and Florida remain some of the chain’s strongest markets, Chili’s is actively targeting emerging opportunities in the Carolinas, Georgia, Virginia, Washington, D.C., and Ohio, according to industry insights from Restaurant Dive.

Washington state serves as a prime example of a market with significant room for growth. Currently operating just a single streetside location in the state, Chili’s faces a vast opportunity compared to its closest competitors, which boast between 35 and 40 locations, according to Brinker CFO Mika Ware.

Ohio represents another key target for the brand. During the September 17 Investor Day presentation, Brinker CEO Kevin Hochman highlighted that Chili’s currently has fewer establishments in Ohio than its two main competitors, who collectively operate approximately four times as many locations in the state.

In addition to metropolitan targets, the company is executing a ‘small town strategy’ that looks beyond major suburbs and densely populated urban centers, as reported by Restaurant Dive. In high-cost markets like the Northeast, Chili’s plans to explore converting existing restaurants or acquiring smaller chains to secure prime real estate.

What is driving Chili’s growth?

Brinker attributes the brand’s impressive turnaround to strategic improvements in its value proposition, food quality, and service standards, prominently featuring its popular ‘Better Than Fast Food’ marketing campaign.

To support this transformation, the company has invested approximately $180 million in front-of-house enhancements. This includes reintroducing bussing staff, deploying handheld ordering devices, and upgrading kitchen display systems, according to Brinker Chief People Officer Aaron White.

The brand also reported a notable 5.6% increase in same-store sales during the fourth quarter of fiscal year 2026.

‘Chili’s has never been more relevant,’ Hochman stated in a Brinker announcement detailing the company’s long-term expansion targets.

Chili’s nostalgic retro makeover initiative

This physical expansion is occurring in tandem with a comprehensive nationwide redesign of existing Chili’s locations.

The company intends to remodel approximately 10% of its roughly 1,200 U.S. locations each year, with the ultimate goal of updating the brand aesthetic across its entire domestic footprint.

The new design draws inspiration from Chili’s iconic 1990s aesthetic, incorporating signature red booths, Southwest-inspired tile tabletops, nostalgic artwork, and refreshed bar areas. Select locations will also showcase memorabilia, including the original 1975 menu and sheet music from the brand’s famous baby back ribs jingle.

Brinker anticipates significant capital investment in both remodeling existing facilities and constructing new restaurants. According to Mika Ware, building a new Chili’s location costs between $5 million and $6 million, while recently opened sites are generating over $5 million in annual sales.

Reporter Anthony Thompson can be reached at ajthompson@usatodayco.com or on X @athompsonUSAT

This article originally appeared on USA TODAY: Chili’s to open dozens more US locations. See where it plans to expand

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