Let’s be real — Chili’s isn’t usually the first name you’d throw out in a conversation about boundary-pushing branding. But lately, they’ve been doing something clever. They’re not just trying to be trendy. They’re reconnecting with people in a way that’s surprisingly heartwarming — and smart.
Earlier this month, Chili’s opened a brand-new location in Scranton, Pennsylvania. Now, Scranton may not strike you as a major hub for a fast-casual chain, but for fans of The Office, it hits different. This isn’t just another franchise location. It’s a subtle tribute to a show that’s been part of people’s lives for nearly two decades. And in doing so, Chili’s tapped into something more powerful than novelty — they tapped into memory.
And that, right there, is nostalgia marketing, also called retro marketing, in full swing.
The office, the awesome blossom, and the right kind of throwback
Chili’s didn’t just toss a logo on a wall and call it a day. Their marketing strategy involved recreating the feel of a Chili’s from 2005 — vintage tiled tables, chalk murals, and the return of a retired fan-favorite: the Awesome Blossom. This menu item hadn’t seen the light of day since 2008, but for this one location, it’s back. That alone created buzz. Limited-time menu items tied to emotional memory? That’s a strategy that works over and over.
To top it off, they leaned into the fandom around The Office. A booth was recreated to reflect a scene where a fictional sales team clinched a deal — all set at a Chili’s. It’s a detail that could’ve been overlooked, but instead, it’s been amplified, and fans are loving it. Social media lit up. Fans shared photos, laughed about favorite episodes, and talked about the food. Without having to scream for attention, Chili’s became part of the conversation.
That’s the beauty of nostalgia marketing — it lets the audience do the storytelling for you. And the results speak volumes.
When memory meets marketing: What worked here
Chili’s didn’t just roll out a pop-up for two weeks and call it done. They made this Scranton location permanent. They also backed it with a broader campaign — online ads, social media features with familiar faces from The Office, and a special one-day national promotion: a $5 margarita called the Scranton Marg.
They knew exactly who they were talking to: millennials and older Gen Zs who grew up watching reruns on Netflix or found comfort in the show during chaotic times. This generation is deeply driven by emotion and memory — two things retro marketing thrives on.
On a business level, it worked. Chili’s parent company, Brinker International, reported a 26.45% revenue increase in Q2 of 2025, largely credited to menu innovation and marketing campaigns like this. That’s not small change — that’s what smart, emotionally-aware branding can do.
What other brands and entrepreneurs can learn
Now here’s the part every marketer should pay attention to. Chili’s isn’t a new brand. It’s not a startup with a cool, niche identity. It’s been around for decades — and that can make staying relevant tough. But what they’ve done is prove that even legacy brands can evolve without forgetting who they are.
So how can you apply this approach?
- Know your cultural moments. Chili’s didn’t just pick a trend — they picked a show with lasting emotional impact. Choose references that mean something to your audience.
- Make it experiential. Don’t just post a nostalgic ad. Create something people can step into, photograph, and talk about. The booth. The merch. The menu. It’s all part of the experience.
- Tie it to a story. It wasn’t just “We’re back in Scranton!” It was, “Remember this scene? We’re bringing it to life.” People respond to stories, especially ones they already feel part of.
- Use exclusivity. That Awesome Blossom isn’t everywhere. The Scranton Marg? One day only. Retro marketing works even harder when it feels limited and shareable.
The modern impact of retro marketing
In a time where consumers are overwhelmed by content and promotions, emotion is what breaks through the noise. When someone sees a recreated 2005 Chili’s, it brings them back to simpler times — hanging out with friends, watching shows that made them laugh, or grabbing food that made them feel at home.
That feeling, even if it’s just for a moment, builds trust and connection.
That’s why nostalgia marketing isn’t just a cute gimmick. It’s a real strategy that brands — especially those trying to refresh or reconnect — should seriously consider. You’re not just selling a product. You’re offering people a chance to revisit a part of themselves.
Chili’s didn’t need to rebrand. They just needed to remind people why they loved them in the first place.
And honestly? That’s a move worth studying.
FAQ’s
1. How can small brands use retro marketing?
Start simple — bring back a customer favorite or reference a shared memory your audience loves.
2. Does nostalgia marketing only work for big brands?
Not at all. If you know your audience well, even a cozy throwback post or product can make a big impact.
3. What’s the most important part of a nostalgia campaign?
It’s the emotional connection — make people feel like they’re coming home to something they missed.