Chili’s, the fast-casual restaurant chain, has made a bold statement by adding Big Crispy chicken sandwiches to its popular 3 For Me menu, aimed at showcasing its better value compared to traditional fast food establishments. The announcement, made on April 14, highlighted the chain’s goal of providing a dining experience that exceeds what customers might expect from quick convenience food.
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The 3 For Me menu, priced at £10.99, offers patrons an entrée served with fries, unlimited chips and salsa, and a bottomless drink. With the introduction of the Big Crispy and Spicy Big Crispy options, the chain is clearly positioning itself as a strong competitor in the realm of value meals. Notably, the addition comes alongside a cheeky comparison to McDonald’s McCrispy — with Chili’s asserting that their offerings are “WAY bigger” than the well-known fast food alternative.
In support of its assertions, Chili’s cited a local study from the Dallas-Fort Worth area, claiming that the average Big Crispy chicken filet is over 80% larger than the average McCrispy. This dramatic size difference should resonate with customers looking for more substantial meal options. The study provides a tangible basis for Chili’s claims and emphasises a significant gap in size and, presumably, satisfaction.
George Felix, who serves as Executive Vice President and Chief Marketing Officer at Chili’s, commented on the new addition, stating that the chain has consistently challenged fast food rivals on the value of their offerings. “The reality is a lot of these so-called ‘value meals’ fall short on the amount of food you get and the overall experience,” Felix remarked. He argued that the Big Crispy, accompanied by the 3 For Me deal, provides patrons a deserving level of value with a sit-down experience and generous portions.
Now available nationwide, the Big Crispy chicken sandwich is being offered in six distinct flavours. Diners can choose from the original Big Crispy, Spicy Big Crispy, Honey-Chipotle Big Crispy, Nashville Hot Big Crispy, Buffalo Big Crispy, and the Deluxe Big Crispy. Each option promises a different flavour profile, enhancing the appeal of the chicken sandwich with varied accompaniments such as house-made ranch and white cheddar mac and cheese.
While the new sandwiches aim to elevate the brand’s profile, the chain isn’t holding back on its competition. On April 16, 2023, Chili’s will host a unique ‘food court’ pop-up event in New York City designed to draw attention to their offerings. Dubbed the Chili’s Big Crispy Food Court, this immersive experience will invite fans to evaluate whether Chili’s truly delivers on its promise of value in comparison to frequent fast food choices.
During the pop-up, attendees will receive a 3 For Me Big Crispy meal and will be encouraged to share their opinions through interactive channels, potentially even including a segment on Court TV. For those unable to attend in person, fans are invited to engage via social media platforms, offering insights and taking part in a contest to win a Chili’s gift card.
Chili’s has demonstrated a commitment to addressing what they describe as “value injustice” within the industry. In a landscape where shrinkflation has eroded the size of many fast food meals, Chili’s positions its 3 For Me offerings as a refreshing return to substantial dining experiences at an affordable price.
The chain has previously made headlines for its unapologetic stance in the competitive dining sector, previously taking swipes at renowned establishments such as Ruth’s Chris Steak House over dress codes. With its latest campaign, Chili’s continues to redefine and affirm its identity as a serious contender in the fast-casual dining market while also encouraging customers to demand better value in their meal experiences.
As the launch of the Big Crispy progresses, it will be intriguing to observe customer reception and how well the initiative helps to bolster Chili’s standing against fast food competition.