RISE - Menu Monitor

Menu Positioning |
Chili's Grill & Bar is known for its Big Mouth Burgers, Cadillac Fajitas and Baby Back Ribs, along with freshly prepared
appetizers, chicken, beef and seafood entrées, sandwiches, salads, and other Southwestern and American cuisine. Awesome
Blossoms (colossal onions sliced, hand-battered and fried) have become a signature item. Other favorites are Quesadilla
Explosion—marinated chicken, corn relish, mixed cheeses, cilantro, tomatoes and tortilla strips tossed in a citrus-balsamic
dressing, garnished with chipotle-ranch drizzle and cheese quesadilla wedges; and Cajun Chicken Pasta—sliced, Cajunseasoned
chicken breast on penne pasta with creamy Alfredo sauce, seasoned tomatoes, Parmesan cheese and garlic toast.
Several signature entrées are available as “Create Your Own Combo” selections. New to the menu are Chicken Club Tacos—
three flour tortillas filled with mesquite chicken, chopped applewood-smoked bacon, chipotle-ranch dressing, sliced tomatoes,
mixed cheeses and lettuce, served with rice, black beans and optional guacamole. Fajitas, wings, lettuce wraps and other
menu items are also available for takeout as Party Platters, each serving six to eight. Desserts include Molten Chocolate
Cake, cheesecake, Chocolate Chip Paradise Pie, Frosty Chocolate Shake and Sweet Shots, mini dessert samples in
chocolate, dutch-apple caramel cheesecake and strawberry wave cheesecake flavors. Each Chili's Grill & Bar features a fullservice
bar and boasts a wide variety of margaritas, including the Presidente and El Nino Margaritas, along with beer, wine
and sangria. A kids' menu is available. Menu prices range from $2.99–$8.79 for appetizers, soups and salads, and $6.49–
$16.99 for entrées. Checks average $14.50.
Promotion Plans |
Chili’s Grill & Bar has announced Cliff Hillis the winner of its “Rock Star For A Day” contest. Hillis created an up-tempo version
of Chili’s Baby Back Ribs song and won four round trip tickets to Los Angeles, four backstage passes to a concert by the New
West Records artist of his choice, a stay at a luxury hotel and a meeting with New West Records executives. (Company
Release 1/10/07)
Chili’s Grill & Bar parted with GSD&M, the chain’s marketing agency, on its $125 million account. Chili’s sales have declined
due to the lack of promotion of its new menu and overall segment declines. GSD&M had been Chili’s marketing agency for 20
years. (Company Release 4/20/07)
Chili’s is promoting its new Fired-Up Favorites line, which includes Crispy Honey Chipotle Chicken Crispers, Zesty Buffalo
Chicken Fajitas, Blazin’ Habanero Baby Back Ribs and Firecracker Tilapia, by offering a free Chili’s Sweet Shot with the
purchase of one of the Fired-Up Favorites. The offer is available for a limited time. (Company Website 7/23/07)
Chili’s Grill & Bar teamed with St. Jude Children’s Research Hospital to invite people to participate in the “Create-A-Pepper to
Fight Childhood Cancer” campaign. Guests can contribute by making a donation to St. Jude, for which they will receive a
Create-A-Pepper coloring sheet, that will be displayed in restaurants throughout the month. Customers can also purchase a
customizable Create-A-Pepper T-shirt and dog tag. Chili’s will donate $1 to St. Jude for every $25 purchased in the gift cards
that accompany each Create-A-Pepper purchase. On September 24, Chili’s will donate 100% of its profits from restaurant
sales to St. Jude. The fourth-annual campaign will be held in Chili’s restaurants nationwide and it runs through September,
which is National Childhood Cancer Awareness month. (Newscom.com 8/23/07)
Chili’s Grill & Bar hired Interpublic Group’s Hill Holliday as its agency of record, valued at more than $100 million. Hill Holliday
replaced Omnicom Group’s GSD&M, the agency that created the “I Want My Baby Back Ribs” jingle. (NRN Daily NewsFax
8/30/07)
Chili’s Grill & Bar will host a special fundraiser at Hawaiian Falls Firewheel on September 15 in Garland, TX, to benefit St.
Jude Children’s Hospital. (Ntxe-news.com 9/12/07)
Chili’s Grill & Bar introduced a ribs promotion centered on the chain’s new ad tagline, “Pepper in Some Fun.” Hill Holiday in
Boston created the tag to appeal to diners wanting new taste experiences. The “Baby Back Bonus” promotion, which runs
through late November, offers a half rack of ribs, a dinner salad, fries and a dessert for $10.99 and introduces three new rib
flavors: Brown Sugar Chili Rub, Blazin’ Habanero and Honey Chipotle. Dallas-based Brinker International is parent of more
than 1,300 Chili’s in 24 countries. (Nation’s Restaurant News Online 10/11/07)
Menu Development |
Casual dining chains are adding more upscale fare to appeal to a more sophisticated customer base. Red Lobster recently
added a fresh-fish menu, which includes the entrée Maui Laui Shrimp and Salmon, with skewered jumbo shrimp and fresh
salmon fire-grilled and brushed with sweet and spicy glaze. Outback Steakhouse locations offer a Seared Ahi Tuna Appetizer,
with sashimi-grade yellowfin seasoned and seared and served with sides of soy dressing and wasabi vinaigrette. At Chili’s,
guests can dine on Southwest Cedar-Plank Tilapia, featuring a seasoned tilapia fillet, cooked and served on a cedar plank and
finished with a chimichurri sauce and pico de gallo. (Wall Street Journal Online 12/28/06)
©Technomic Information Services 2007, CIS profiles may not be copied or distributed in any print or electronic format without a license or written consent.
Technomic believes that its sources of information are reliable, but does not assume any responsibility or liability for the accuracy of the information
published.
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