The Emmy-winning show "The Office," which regularly referenced real locations and products associated with Scranton, where it was set, is about to see one of its most famous name-drops become a reality.
Nearly two decades after the workplace mockumentary first featured an episode set in a Chili's, the restaurant chain has announced plans to open a "Scranton Branch" restaurant in Dickinson, PA.
The Brinker International-owned chain revealed that the new location, set to open on April 7, is designed to "pay homage to some of Chili's most notable on-screen moments, with throwback nods and decor." Inside, patrons can expect to find a chalk art mural reminiscent of Chili's early 2000s decor, tile tables, and vintage artwork.
"For decades, Chili's has inserted itself in culture – introducing the now-famous Baby Back Ribs jingle, and most recently unleashing Triple Dipper cheese pulls on TikTok. But we've also seen the brand come to life on screen through the years, and that includes being tied to Scranton despite never having a location there. That changes this year with our newest restaurant," Chili's Chief Marketing Officer George Felix said in a statement.
Several actors from "The Office", including Melora Hardin (Jan Levinson), Andy Buckley (David Wallace), Brian Baumgartner (Kevin Malone) and Kate Flannery (Meredith Palmer), have been enlisted by Chili's to star in the ads for the new branch. "It seems like a wrong was righted here at around the 20th anniversary of the show to finally have a Scranton branch of Chili's," Baumgartner told The Associated Press.
One of the advertisements showcases Flannery snatching a "Scranton Margarita," a unique offering from the chain that will be available for $5 nationwide for a single day on April 7, in celebration of the Scranton branch opening.
The popular eatery has been riding a wave of success. Kevin Hockman, CEO of Brinker International, took the reins in 2022 and rolled out an innovative strategy to rejuvenate the company and hark back to its glory days. This approach entailed simplifying the menu, modernizing the establishments, and ramping up their social media game.
In a conversation with FOX Business last month, he mentioned that the strategic moves garner attention from longtime fans and a younger crowd encountering the brand on social platforms for the first time.
Chili's recently reported a staggering 31% increase in sales at restaurants open for at least one year, marking the third consecutive quarter where they enjoyed double-digit sales growth.
Previously lagging behind more trendy dining spots, Chili's is now making a notable comeback. This revival is attributed to improved recipes for fries and chicken tenders, fast-food-esque deals and TikTok videos showcasing patrons indulging in their famously cheesy mozzarella sticks.
Chili's "Triple Dipper" combo, a long-standing platter featuring select appetizers like mozzarella sticks, southwestern egg rolls, and wings priced below $20, also went viral on TikTok. Although it's been on the menu for ages, the restaurant increased its prominence through targeted social media marketing last year.
