Chili's wants its 'baby back, baby back, baby back' ribs
Oct. 4, 2017
by MEAT+POULTRY Staff
DALLAS – One of the most familiar jingles in advertising history will soon be stuck in the heads of people around the country once again, just as it was when it was first introduced 31 years ago. The jingle, “I want my baby back, baby back, baby back, I want by baby back, baby back, baby back…Chiliii’s baby back ribs....” is back in time for Chili’s Grill & Bar to introduce its new “less is more” menu that will feature three restaurant favorites — Baby Back Ribs, Big Mouth Burger 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 announced plans to slash 40 percent of the casual dining chain’s menu offerings to focus more on core offerings — burgers, ribs and fajitas. The new, 75-item menu launched on Sept. 18. The company acknowledged trying to be “all things to all guests” had resulted in a bloated menu with 125 appetizers, entrees, desserts and cocktails along with sections devoted to burritos, enchiladas and flatbreads.
With Chili’s new menu, its core items will be bigger and better, according to the chain.
- Bigger Big Mouth Burgers – now made with an 8-oz. 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.
- 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.
- 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.
Chili’s is the flagship brand of Dallas-based Brinker International Inc. which also operates Maggiano’s Little Italy. Brinker operates more than 1,600 Chili’s locations in 31 countries and two territories.