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Not sure if its easier to do ass a collection of shapes or text along a curve, but:
I want the ends of this string of letters to pinch at the ends and be thicker in the middle.
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You might want to check out the envelope function.
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As Monika mention try Warp from Envelope or Mesh tool
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Aside from the Envelope functions, I like using a trick involving Art Brushes. If you turn your type object into an Art Brush you can apply it to a curved path and then edit the path to your preferences. The Width tool changes the thickness of a line stroke on different parts of a path. For instance you can make the path thick in the middle and thin on the ends. It will also work with paths that have Art Brush effects applied to them.