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Chili’s is escalating its battle for value-oriented dining, taking direct aim at McDonald’s with a new line of chicken sandwiches.
The restaurant chain announced Tuesday that it is expanding its line of Big Crispy Chicken sandwiches, which are now included in the $10.99 “3 For Me” bundle — a combo that includes an entree, fries, bottomless chips and salsa, and an unlimited fountain drink.
“With an extensive, full lineup of six Big Crispy chicken sandwiches – all hand-battered and MUCH larger than McDonald’s McCrispy – Chili’s is giving guests the abundance and quality they actually deserve,” the company said in a statement.
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The restaurant chain announced Tuesday that the Big Crispy chicken sandwich is now included in the $10.99 “3 For Me” bundle. (Chili’s Grill & Bar)
Chili’s relies heavily on comparisons of size and value as part of its marketing campaign.
The company says internal research has shown that its chicken fillet is, on average, more than 80% larger than McDonald’s McCrispy fillet. This underlines its criticism of what the company calls “shrinkflation” in the fast food industry.
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The company says internal research has shown that its chicken breast is on average more than 80% larger than McDonald’s McCrispy. (Chili’s Grill & Bar)
“Over the past few years, we’ve exposed the shrinkflation in fast food by serving our giant burgers in the industry’s leading $10.99 ‘3 For Me’ meal at a value you can’t find in the drive-thru,” Chili’s Chief Marketing Officer George Felix said in a statement. “…This is a long overdue shakeup in the chicken sandwich category, and one that our guests will love.”
The new lineup includes six variations, including classic and spicy options, as well as flavors like honey chipotle, Nashville hot, buffalo and a deluxe version topped with bacon and Swiss cheese.
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The new lineup includes six variations, including classic and spicy options, as well as flavors like honey-chipotle, Nashville hot, buffalo and a deluxe version topped with bacon and Swiss cheese. (Chili’s Grill & Bar)
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Meanwhile, McDonald’s is making its own efforts to win back price-conscious customers.
The company recently unveiled a revamped McValue menu, launching April 21, with 10 items for under $3 and a new $4 breakfast bundle.
