When social-media feeds lit up with complaints about how pricey fast-food meals had become (“By the time you buy a meal for yourself and someone else, you’ve spent well over $20,” one woman said in a TikTok last year.), Kevin Hochman saw an opportunity in the outrage. 

The chief executive of the company that owns casual-dining chain Chili’s decided it was time to touch a third rail of restaurant marketing: He compared Chili’s to McDonalds, a surprising tactic since casual-dining chains in the past didn’t consider themselves rivals to fast food. Chili’s diners, the company pitches, get similar burgers to a Big Mac but served at a table with unlimited chips and soda for the same price as a combo meal. And if they are in the mood, a margarita for $6 too.