Chili’s Grill and Bar is taking another swing at McDonald’s.
The casual-dining chain on Tuesday launched the new Big QP burger, a riff on the Golden Arches’ popular Quarter Pounder with Cheese.
Chili’s version contains two slices of American cheese, mustard, ketchup, pickles, diced onions, and 85% more beef than McDonald’s quarter pounder, the company said. It will be part of Chili’s 3 for Me menu, which offers an entree, bottomless chips and salsa, fries and a drink for $10.99.
It continues Chili’s attack on fast-food prices, and particularly sector leader McDonald’s. Last year, Chili’s launched a Big Mac analog, the Big Smasher burger, and ran ads arguing that Chili’s 3 for Me meal offers a better value than fast food.
The strategy has been a major success. Chili’s sales soared last year, including 31% same-store sales growth in the fourth quarter.
Now it is doubling down with the Big QP.
"We believe Chili's 3 For Me menu, starting at just $10.99, has been the best value in the industry since we introduced it in 2022, and we just made it even better with the new Big QP burger, featuring a fast food flavor profile our guests will recognize," CMO George Felix said in a statement.
To promote the new burger, Chili’s is also launching a Fast Food Financing pop-up in New York City’s Union Square, next door to a McDonald’s.
Chili's Fast Food Financing pokes fun at fast-food prices. | Photo courtesy of Chili's
Visitors who are “approved” for financing will receive a gift card “to help offset the instance cost of a fast food combo meal.” They’ll also be able to enter a Chili’s speakeasy where they can try the Big QP burger.
The popup is the latest in a series of bold marketing campaigns from Chili’s, including a Lifetime movie celebrating its margaritas and the opening of a branch in Scranton, Pennsylvania, that pays homage to “The Office.”
The chain’s recent success earned CEO Kevin Hochman the Restaurant Leadership of the Year Award from Restaurant Business. Hochman was set to accept the award Tuesday during the Restaurant Leadership Conference in Scottsdale.
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