News

Chili's goes back to its roots

July 6, 2016

Chili's Grill & Bar started with burgers on its original menu and has now added craft burgers as part of the chain's national heritage campaign, Chilin' Since '75. This week, the chain began offering its new Sunrise Burger at locations across the U.S. True to its name, the burger comes with a cage-free chicken's cooked egg on top of an Ultimate Bacon Burger made with 100 percent grass-fed meat.

"We know now more than ever, guests want to know what's going into their food and desire natural ingredients," said Krista Gibson, chief marketing officer for Chili's Grill & Bar. "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.

"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. The answer is to tell them something unique that they don't know. And, for us, that’s our heritage story."