Before baby back ribs, Chili’s began with burgers on its menus back in 1975 when the chain was founded. Today, burgers are back and so is pork, in the form of bacon.
The chain has launched two craft burgers, adding to its lineup. The Sunrise Burger is topped with a cage-free egg, pepper Jack cheese, applewood smoked bacon, lettuce, red onion and tomato, with Chili’s signature sauce. The Ultimate Bacon Burger features double the applewood smoked bacon, cheddar cheese, jalapeno aioli, spicy buffalo sauce, pickles, lettuce, red onion, tomato and honey-chipotle sauce. Both burgers feature grass-fed beef.
“Our goal for the new campaign was to figure out how do we take a brand that everyone thinks they know everything about and make people sit up and listen,” said Krista Gibson, CMO for Chili’s Bar & Grill. “The answer is to tell them something unique that they don’t know. And, for us, that’s our heritage story.”
Chili’s also hopes to lure diners with the brand promise of transparency.
“We know now more than ever, guests want to know what’s going into their food and desire natural ingredients,” Gibson said. “We have differentiated our craft burgers with quality and transparent ingredients by offering grass-fed patties and cage-free eggs. As we continue our food transparency journey, we plan to invest in our core menu categories to offer guests more options.”