DALLAS As more casual-dining chains turn to deals to fix sagging sales, Chili’s Grill & Bar has launched a two-pronged marketing attack with a new “10 under $7” value message and a TV ad campaign that skewers its competition as bland and boring.
Among Chili's $7 options are its Oldtimer burger, a half order of quesadillas with a small salad, a half portion of Monterey Chicken with a side, and two chicken tacos with a salad.
“In these tough times, we want them [our guests] to enjoy their favorites at an affordable price without sacrificing a great restaurant experience," said Todd Diener, president of the 1,400-unit Chili's, which is a division of Brinker International Inc.
Several casual-dining chains have introduced similar value menus this year. Outback Steakhouse in February began offering 15 meals for under $15, and T.G.I. Friday's for a limited time this spring offered 10 of its best-selling entrees for $9.99 each. P.F. Chang's China Bistro is promoting a four-course meal for two for $39.95 under its Chang's for Two deal.
To kick off its "10 under $7" promotion, Chili's began a new advertising campaign that highlights its more flavorful offerings in contrast with a fictitious restaurant chain named P.J. Bland's, where cardboard food and a washed-out atmosphere are the norm. The campaign includes national TV, online and other media targeting value-oriented consumers. Chili's also created a fictitious P.J. Bland's website: www.pjblands.com.
"Through the new campaign, many people will instantly recognize the P.J. Bland's chain as the boring, predictable food at most casual-dining restaurants," said Kevin Moehlenkamp, chief creative officer at Hill Holliday, which developed the campaign. "Chili's is the opposite of bland, providing bold food, fresh ingredients and now even greater value for their guests."
Contact Ron Ruggless at [email protected].