DALLAS, Oct. 4, 2017 /PRNewswire/ -- "I want my baby
back, baby back, baby back, I want by baby back, baby back, baby
back…Chiliii's baby back ribs...." Yes, the jingle is back, but now
it's bigger than ribs to reflect Chili's® Grill &
Bar new "less is more" menu that focuses on core menu items that
first made the brand famous – Bigger Big Mouth Burgers, Bigger Baby
Back Ribs and Full-On Fajitas.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8187851-chilis-is-back-baby/
The iconic jingle, introduced to the world 31 years ago and
awarded the number-one song "Most Likely to Get Stuck in Your Head"
by Ad Age in 2004, has been turned upside down to let
people know that 'Chili's Is Back, Baby' and focused on one thing
only – quality burgers, ribs and fajitas.
"We admit that as a brand, we lost our way a bit and needed to
take a step back to successfully move forward, which for us,
included going back to our roots and revisiting our iconic jingle
that was once on everyone's lips," said Steve Provost, chief marketing and innovation
officer of Chili's. "But we didn't just want to revive the original
jingle, we wanted to break out of the casual dining
'sea-of-sameness' rut and let our Guests know that Chili's Is Back,
Baby and better at what we've always done best – serving quality
burgers, ribs and fajitas, washed down with a cold margarita."
Chili's One Thing
- Bigger Big Mouth Burgers – now made with an 8
ounce patty smashed to lock in flavor and served on a brioche bun
with garlic dill pickles and fries. Each burger is hand-crafted
fresh to order.
-
- Chili's started as a burger shack in Dallas in 1975 and in the mid-1990s introduced
its Big Mouth Burgers that stood apart for their size and
juiciness. An even better version is back and Chili's is the only
national casual dining brand with ½ pound patties for their entire
burger lineup.
- Bigger Baby Back Ribs – now Texas-sized with more meat and served with
fries and roasted street corn. Guests can still choose their
favorite sauce.
-
- Chili's Baby Back Ribs were first introduced to the menu in
1986 and to this day are still smoked in house over natural pecan
wood low and slow to enhance their flavors. Today, Guests will
enjoy meatier ribs.
- Full-On Fajitas – now sizzle with 48 percent more
chicken and beef. All fajitas come with garlic butter, cilantro,
bell peppers and onions, and are served with Mexican rice, black
beans, guacamole, sour cream, pico, salsa and shredded cheese.
-
- When Chili's introduced fajitas to the menu, the brand had to
spell out "fah-heet-ah" to help Guests know how to say it. Today,
Chili's is giving Guests more quality meat to ensure the
tortilla-to-meat ratio is equal.
Each of Chili's core menu items increased not only in size but
in flavor as well, and Guests don't have to swallow the cost
difference. Now that's pretty cool.
@Chilis Is Back, Baby. Sing along here –
https://www.youtube.com/user/chilis.
About Chili's Grill & Bar
Chili's® Grill & Bar is the flagship brand
of Dallas-based Brinker
International, Inc. (NYSE: EAT), a recognized leader in casual
dining. Known for their signature menu items – burgers, ribs and
fajitas– Chili's offers fresh, bold and unexpected flavors. Each
ChiliHead at more than 1,600 locations in 31 countries and two
territories takes great pride in Chili's purpose
of connecting with and serving Guests and giving
back to the communities in which they are located. In addition
to Chili's, Brinker owns and operates Maggiano's Little
Italy®. For more brand-related information,
visit chilis.com.
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SOURCE Chili's(R) Grill & Bar