It’s been a strange and challenging several years for restaurants.
Though inflation has cooled quite a bit over the past couple of years, consumers are spending their money differently in light of higher living costs.
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Many people have been forced to reduce their restaurant spending to cope with increasing bills. When money is tight, consumers have to conserve costs whenever possible so they can do things like put a roof over their heads and keep the lights on. And that’s hurt many popular restaurant chains.
Related: Popular fast-food chain quietly closes more locations
In 2024, big names in the casual dining space like TGI Fridays and Red Lobster filed for bankruptcy. Both chains succumbed to financial pressure and closed locations in the wake of their Chapter 11 filings.
Formerly bankrupt Tex-Mex chain unveils deals customers will love.
Image source: Getty Images
Popular Tex-Mex chain seeks a lifeline
Although U.S. consumers seem to love Tex-Mex food, the broad trend of consumers reducing restaurant spending came back to bite beloved chain Tijuana Flats.
In April 2024, Tijuana Flats filed for Chapter 11 bankruptcy with the goal of restructuring its debt. The company closed 40 restaurant locations as part of its filing.
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But the issues Tijuana Flats was facing weren’t just financial.
The reality is that there’s an abundance of competition in the Tex-Mex dining space. And at a time when consumers are spending money more carefully, it’s important for restaurants in this category, and across the board, to find ways to offer customers exceptional value.
Tijuana Flats lures in customers with menu update and promotions
Tijuana Flats knows it needs to step up its game if it wants to stay afloat following its bankruptcy filing. To that end, the chain has been working on new additions to its menu, with a focus on authentic dishes like street tacos.
Tijuana Flats also knows that consumers love a good promotion. So the chain has made a point to offer a number of deals throughout the week to draw in guests.
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For its Tijuana Tuesdaze deal, Tijuana Flats offers a special where customers can order two tacos, chips, and a drink for $6.99.
On Throwback Thursdaze, the company has a $7.99 meal deal that includes a burrito or bowl, chips, and a drink.
And on 2 for $22 Saturdaze, Tijuana Flats customers can enjoy two entrees, two drinks, and one starter. The deal is valid on select menu items.
The chain also offers a Midday Munchies deal every Monday through Friday. Between 2 p.m. and 5 p.m., customers can grab a refreshing midday drink or snack at an affordable price.
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These promotions are a smart move on the part of Tijuana Flats, given the company’s recent struggles.
Consumers need to feel like they’re getting great value for their money to justify dining outside the home these days. Tijuana Flats is tapping into that mindset by offering multiple promotions designed to encourage repeat visits during the week.
If the chain continues to do that while focusing on innovating its menu, it could be poised to thrive at a time when so many competing restaurants are filing for bankruptcy and/or closing locations in the blink of an eye.
