DALLAS, Sept. 8, 2017 /PRNewswire/ -- More than
forty-two years ago, Chili's® Grill & Bar changed
the food industry and helped introduce a way of eating – casual
dining. Guests could enjoy burgers and margaritas while dining out
in a fun, casual environment. Over the years, like many bar and
grill chains, Chili's chased consumer trends, expanded the menu and
tried to be all things to all Guests, therefore compromising
execution and resulting in a fuzzy food reputation. On Sept.18,
Chili's is going back to its roots. The brand will cut its menu by
40 percent and invest millions to improve the food quality and
value of its core menu items that first made the brand famous –
burgers, ribs and fajitas.
Experience the interactive Multichannel News Release
here: https://www.multivu.com/players/English/80120241-chilis-growth-menu-focus/
"We value every Guest and we know that cutting even one entrée
like Mango Chili Tilapia, or a delicious appetizer like Crispy
Asparagus could disappoint a Guest who loves that dish," said
Kelli Valade, president of Chili's.
"But, Guests have also told us they know that today no restaurant
can be everything to everyone. So, by eliminating 40 percent of our
menu, we've reinvested in meatier burgers, ribs and fajitas – the
items that we've always been known for. We apologize to any Guest
who misses a departed dish, but with this bold move we commit to
all Guests to do a better job of serving our famous food on every
visit, in every restaurant."
The Backstory
Chili's opened its first restaurant on the corner of Greenville
Avenue in Dallas in 1975. Back
then, the restaurant was known as a burger shack with 25 menu
items, beer and margaritas included. In 1986, Chili's popularized
an emerging dish called fajitas (the menus at that time spelled out
how to pronounce the dish: "fa-heet-ah"). From there, Chili's
taught Americans how to sing about baby back ribs.
But, as the popularity of bar and grill restaurants expanded, so
did the Chili's menu. In Jan. 2017,
the menu peaked with 125 appetizers, entrees, desserts, cocktails
and add-ons, including sections devoted to burritos, enchiladas and
flatbreads, with ingredients ranging from cauliflower to quinoa,
making it one of the largest chain restaurant menus. That's when
Chili's decided to take the bold step of slashing the menu by 40
percent and reinvesting in the core items that have been the
foundation of the brands' broad appeal for decades. The result is a
75 item, "less is more" menu, which will be available at all
Chili's restaurants nationwide on Sept.
18.
Chili's is Just Getting Started
Over the next week, Chili's will share more about what's going away
and what's new. Guests are encouraged to follow the company on
Facebook, Twitter and Instagram to find out more.
About Chili's Grill &
Bar
Chili's® Grill & Bar is the flagship
brand of Dallas-based Brinker
International, Inc. (NYSE: EAT), a recognized leader in casual
dining. Known for their signature menu items – burgers, ribs and
fajitas– Chili's offers fresh, bold and unexpected flavors. Each
ChiliHead at more than 1,600 locations in 31 countries and two
territories takes great pride in Chili's purpose
of connecting with and serving Guests and giving
back to the communities in which they are located. In addition
to Chili's, Brinker owns and operates Maggiano's Little
Italy®. For more brand-related information,
visit chilis.com.
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SOURCE Chili's Grill & Bar