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Chili’s is serving up jabs at McDonald’s and other fast-food chains in their latest round of commercials. The campaign centers around their new “Big Smasher Burger,” a hefty offering they claim is a tastier and more substantial alternative to the iconic Big Mac.
In one commercial, a family sits down at a Chili’s booth, greeted by their server. The conversation turns to burgers, and the server remarks, “We don’t need a giant clown to afford delicious burgers here.”
Chili’s 3 For Me Value meal starts at $10.99 and they just added the Big Smasher Burger to the roster of entrees up for grabs. The deal includes an appetizer (unlimited chips and salsa, soup, or house/Caesar salad), an entrée, and a soft drink (endless refills).
McDonald’s Misses The Mark As Chili’s Picks Up Slack
McDonald’s is seeing signs of trouble for the first time, posting a profit miss over the last earnings quarter as customers become more selective with their spending habits. This downshift is after achieving record sales previously due to several major price increases over the past few years. The news comes as menu prices at McDonald’s have outpaced inflation by about 60% and doubled since 2014.
George Felix, Chili’s chief marketing officer: “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. 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.”
It’s not just Chili’s noticing the now almost non-existent value being offered at fast food chains like McDonald’s. Customers are vocally calling for boycotts online as the complaints stack up over portions shrinking and prices skyrocketing. The value gap is now mind-boggling at chains formerly built on the model of convenience and affordability. As common sense prevails, so are customers choosing to spend money at restaurants with better quality fare that are similarly priced, if not cheaper…or they’re choosing to make their own meals at home.
The fast-casual Chili’s is smart to attempt a capture of the legions of customers fleeing from the sinking fast food ship.
Chili’s Commercials Target The Value Driven
Another commercial features a close-up comparison of the Big Mouth Burger to a Big Mac. The voiceover emphasizes the size difference, highlighting that Chili’s offering boasts more beef and fresher ingredients.
And yet another commercial adds at the end, “See you later, tiny drive-thru burger.”
In the past Chili’s has taken playful jabs at the fast food industry, targeting the speed of service and the quality of ingredients at fast-food restaurants.
Analysts suggest this campaign is a strategic move by Chili’s to position itself as a more attractive option for customers seeking a step up from traditional fast food fare. By emphasizing bigger portion sizes, tastier ingredients, and potentially lower prices (thanks to the mascot-less approach), Chili’s hopes to capture a segment of the market looking for a more satisfying and affordable casual dining experience.
Will the digs at McDonald’s resonate with customers? The 3 For Me deal along with the addition of the Big Smasher Burger is making a very convincing case for attracting the defection of loyal customers while backing up Chili’s pokes at the fast food industry.
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