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Chili's Detroit Bus Brinker International Inc.

Chili’s offers a busman’s dinner holiday

School bus promotion highlights daypart in Detroit as well as a giveaway

Chili’s Grill & Bar deployed a tricked-out branded school bus and a crew Wednesday to treat some loyal Detroit customers to a family dinner.

“We understand the stresses families face every day,” said Ellie Doty, who recently was named Chili’s chief marketing officer, in a statement.

Chilis Bus Photo2_1569416674375-HR_0.jpg“What we're about at Chili's is celebrating all of those imperfect moments in life because all that matters at the end of the day is that the gang is together,” Doty said. “And some Southwestern Eggrolls always make it better.”

The company said 82% of Detroit families don’t sit down for a dinner together, so on Wednesday it picked up some members of its loyalty program — parents, relatives and students —in the school bus and treated them to dinner as well as Chili’s-branded school supplies.

The casual-dining division of Dallas-based Brinker International Inc. is also promoting its dinner daypart with a special giveaway to one family of weekly dinners for a year. To enter, contestants can visit Chili’s Facebook page on Friday.

Chili’s has more than 1,600 restaurants systemwide.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

TAGS: Marketing
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