AdAge: Chili’s Bids Goodbye to Menu Items in Social Campaign
AdAge: Chili’s Bids Goodbye to Menu Items in Social Campaign

The casual dining chain introduces “In Menumoriam” video campaign to say goodbye to fallen menu items.

Sales are down and customer visits are declining for Chili’s, which means it is time to make some changes. According to a recent AdAge article, the brand will be offering larger portions of its three top sellers without raising prices, as well as cutting 50 items or 40 percent of its menu. Bigger burgers, fajitas and baby back ribs will debut early next month.

"We don't think given where we are in this category and the headwinds facing this category that you're going to be able to win with the old game of adding something to the food and then making the guest pay more," said Chief Marketing and Innovation Officer for Steve Provost.

On social media, the brand is having some fun saying goodbye to menu items with its “In Menumoriam” video campaign and adding recipes on Pinterest for 20 items that got the cut. Once the goodbye campaign has set in, Chili’s plans to promote the new menu starting Oct. 2.

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