Chili's New Campaign Takes a Jab at Drive-Through Burgers

Chili's is trying to snag customers from popular fast-food chains in a new campaign that poses itself as something better.

Harping on its previous "3 For Me" initiative, which gives customers bang-for-the-buck deals, the restaurant giant is introducing a new burger to the combo roster in a 30-second spot.

"The '3 For Me' only at Chili's is now available with the all-new Big Smasher burger, pounded up high with nearly half a pound of beef," the narrator says as soon as the spot opens.

"Or you could just settle for some other burger at a drive-thru," she adds.

Starting at$10.99, Chili's "3 For Me" will now include the Big Smasher, a bottomless drink, and all-you-can-eat chips and salsa.

Better Than Fast Food

Deemed its first burger creation in three years, Chili's highlights the Big Smasher's standout ingredients by comparing them to drive-through burgers.

According to a press release, it contains twice the beef you can find on McDonald's Big Mac and has flavors that fast-food enthusiasts will easily grow fond of.

To boost marketing, the restaurant chain asked users to quote retweet on X why they think Chili's is better than fast food using the hashtag #Chilis3ForMeRescue. 

In turn, Chili's will give away "3 For Me" coupons worth $10.99 each to 300 lucky winners. 

do you think Chili's is better than fast food??

Quote Retweet this using #Chilis3ForMeRescue and let us know why you think Chili's is better than fast food and we'll buy 300 people a 3 For Me on us!

RULES:https://t.co/REonL3XG98pic.twitter.com/AzMrnDxBcW

— Chili's Grill & Bar (@Chilis) April 29, 2024

The Chili's "3 For Me" menu was first introduced in 2022, giving customers the option to enjoy a bottomless drink, unlimited chips and salsa, and a burger of choice for a competitive price.

"We know diners are experiencing sticker shock from the rising cost of fast food, with little change to the actual quantity or quality of fast food combo meals," Chili's CMO George Felix said.

"We believe that Chili's 3 For Me offers better value than you'll find in any drive-thru and, with the all-new Big Smasher burger, we just made the 3 for Me even better. We believe our guests can enjoy better quality, better pricing and a better experience every time." 

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Editing by Katherine 'Makkie' Maclang