Chili's Launches the Chilin' Since '75 Campaign

The casual dining chain, Chili’s has launched a new campaign to promote their heritage. The brand’s latest tag lines, menu additions and ad spots emphasize the humble beginnings of Chili’s when the restaurant was started by a few “Hamburger Hippies.”

Just in time for summer, Chili’s is reminding consumers that the restaurant isn’t stuffy and has a fun atmosphere like it always has, while sharing the brand’s unique history.

“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, chief marketing officer for Chili’s Grill & Bar in a press release. “The answer is to tell them something unique that they don’t know. And, for us, that’s our heritage story.”

The latest ad spot reaffirms this with this message: “Chili’s isn’t the product of some board room and it wasn’t started by a bunch of stiffs in suits– heck, some days we didn’t even wear shirts­– Chili’s, Chilin’ since ’75,”

The Emphasis on Quality

Although the brief 30 second ad’s focus is on the laid-back history of the brand, the campaign also concentrates on the fresh food made with quality ingredients.

Chili’s has launched new burgers since this is how the brand’s heritage started. They are simple and all-natural with no antibiotics or added hormones.

The Sunrise Burger and the Ultimate Bacon Burger at Chili's | Chili's Grill & Bar

The Sunrise Burger and the Ultimate Bacon Burger at Chili's | Chili's Grill & Bar

“We know now more than ever, guests want to know what’s going into their food and desire natural ingredients,” said Gibson in a press release. “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.”

Starting yesterday, all of the Chili’s stores will be serving the Sunrise Burger, which features a grass-fed patty topped with a cage-free egg, pepper jack cheese, Applewood smoked bacon, tomato, red onion and Chili’s signature sauce.

Another beast of a burger joins the menu; the Ultimate Bacon Burger has a 100% grass-fed patty topped with double Applewood smoked bacon, cheddar cheese, spicy buffalo sauce, jalapeno aioli, pickles, red onion, lettuce, tomato and honey-chipotle sauce.

The campaign promotes the quality ingredients including­– the lettuce which is sourced specifically for Chili’s at farms in Arizona and California, the aged cheddar sourced from the small town of Adams, New York, the garlic-dill pickles which are made in house daily and the signature potato buns, sourced from a family bakery and made with Chili’s secret recipe.

Do you think that Chili’s nostalgic approach paired with the introduction of menu items with only the “best” ingredients will get customers to visit during the notoriously slow summer months?