Overview
- Chili’s expanded its $10.99 3 For Me meal to include Big Crispy and Spicy Big Crispy chicken sandwiches, a bundle with an entrée, fries, bottomless chips and salsa, and a fountain drink.
- The chain launched a six-sandwich Big Crispy lineup featuring Original, Spicy, Honey-Chipotle, Nashville Hot, Buffalo, and a Deluxe build with added toppings.
- Chili’s cites internal research that its Big Crispy filet averages more than 80% larger than McDonald’s McCrispy, using the claim to press its case against what it calls shrinkflation.
- To promote the launch, Chili’s is running a one-day “Big Crispy Food Court” pop-up in Manhattan where guests hear comparisons and share a jury-style verdict through a Court TV tie-in.
- The launch enters a value fight with McDonald’s, which is touting more sub-$3 items, in a bid executives say will sustain Chili’s recent traffic gains.