How Chili’s Flipped the Script on Fast Food
and Won Casual Dining’s Comeback
Inspired by The Wall Street Journal’s Interview with CEO Kevin Hochman
Fast food meals are quietly creeping toward fine dining prices—$15 combos, $18 drive-thru regret- but Chili’s has just flipped the narrative. Their latest campaign doesn’t dance around it. They’re calling out the Big Mac by name and asking the obvious:
“If you’re already paying $15 for a burger, why not get a real one?”
That’s not subtle. That’s a full-blown category challenge.
This campaign isn't a gimmick. It’s a strategic jab wrapped in operational confidence. While McDonald’s and other fast food giants hike prices to offset rising labor and supply chain costs, Chili’s tightened its ops, improved its food, and used that efficiency to deliver actual value.
And they’re making sure everyone knows it.
The Big Smasher Campaign: Fast Food Flavor, Restaurant Experience
Chili’s rolled out the Big Smasher burger last year—a direct shot at fast food icons. It has:
The craveable taste profile people already love.
A price that undercuts bloated fast food margins.
Fresh prep and full-service dining.
But the kicker? It’s served hot and looks like the ad.
No crushed bun. No sad lettuce. No disappointment.
The campaign ties perfectly into what customers are already complaining about online: fast food has lost its value edge. Chili’s showed up and said, “We’ll do it better for the same money.”
🧠 MAC Value: Truth-Seeking + Transparency
Marketing Moves: Not Just Ads, a Cultural Repositioning
Chili’s didn’t just make a burger—they made a statement:
Ad Copy: “Why settle for soggy when you can get sizzled?”
Visuals: Cheese pulls, real grill shots, side-by-side comparisons with fast food sad meals.
Tone: Bold. Playful. Direct. Not edgy for shock—edgy because it’s honest.
Social Strategy: Let customers be the messengers. TikTok reactions. Receipt comparisons. “What I paid vs. what I got” content.
This isn’t brand storytelling. It’s brand clarity.
🧠 MAC Value: Authenticity + Strategic Integrity
Backed by Operations, Not Just Bold Claims
The campaign works because the product does. Chili’s has:
Streamlined kitchen workflows.
Slimmed the menu by 25%.
Improved food consistency.
Empowered staff through direct CEO-led listening sessions.
It’s not marketing pretending to fix the business. It’s a business that got better, and now the marketing just tells the truth.
🧠 MAC Value: Accountability + Continuous Improvement
The Barbell Strategy: Let the Customer Decide What to Spend
Here’s where Chili’s shows real marketing maturity—and earns a gold star from the Marketing Accountability Council.
They don’t push customers up the price ladder.
They give them the ladder, step back, and let them climb however high they want.
This is the barbell strategy in action:
On one side: accessible options like $6 margaritas and value meal combos.
On the other: premium choices, like the Presidente Margarita—bigger, smoother, and served with ceremony (yes, there’s a shaker involved).
The genius? You’re never made to feel cheap for ordering the $6 drink, and never gouged for treating yourself to the $13 one. Each option delivers real value for the price—with no manipulation.
The $6 margarita says “you’re welcome.”
The Presidente says “you deserve this.”
Neither says “gotcha.”
That’s respecting the customer’s budget, not exploiting it.
🧠 MAC Value: Equity + Transparency + Strategy with Integrity
So while competitors are out here running “limited time offers” with asterisks and upcharges, Chili’s is winning by being clear:
Good doesn’t have to mean expensive.
Premium doesn’t have to feel like a trap.
They’re not just letting customers vote with their wallets—they’re making sure every vote counts.
MAC Alignment Breakdown (Quick Hits)
Truth-Seeking: Customer frustrations became campaign fuel.
Transparency: Price-to-value clarity—no fine print, no trickery.
Accountability: Ops backed every promise.
Authenticity: The Product delivers what the ad shows.
Equity: Staff insights drove operational success.
Continuous Improvement: Better food. Better systems. Consistent output.
Sustainability: No price games. Just long-term value.
Strategic Integrity: Campaign supports the business model, not a seasonal stunt.
The New Casual Dining Power Move
This campaign isn’t about marketing stunts or social media tricks. It’s about reclaiming value in a category that forgot what value looks like. Chili’s isn’t just winning customers—they’re earning respect.
“You’re already paying Big Mac prices. Why not eat like it?”
It’s not just a tagline. It’s a reality check—and a blueprint for every brand stuck in the price war race to the bottom.
📰 Cited Source:
Haddon, Heather. “Chili’s CEO Kevin Hochman on the Chain’s Resurgence.” The Wall Street Journal, 2024.
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