Chili’s turned the heat on fast food with the debut of its Big QP-which is just shy of an out-and-out dig at McDonald’s famed Quarter Pounder. Released Tuesday, the Big QP came with the works almost identical to that of McDonald’s-QP-from American cheese, pickles, ketchup, and diced onions. Yet Chili’s touts a much bigger piece, claiming it packs 85% more beef than its rival.
More burger, more value
The Big QP fits neatly into Chili’s “3 for Me” deal of burger, fries, unlimited chips, and a soft drink with free refills-all for $10.99. While this does trail the price for a standalone Quarter Pounder ($5-7, depending on location), the restaurant is pushing it as a far better value than the comparable combo at McDonald’s. “Less expensive than a comparable meal at McDonald’s,” read a direct shot in their press release.
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Shooting in TV ads
Not shy about competition, Chili’s kicked off a television ad aimed at the smaller size of the Quarter Pounder at McDonald’s, adding insults to injury. Playful aggression is not new for Chili’s; in 2024, it rolled out the Big Smasher-association is easy-and some cheeky ads mocking the Big Mac. That worked for it, leading to a 15% increase in same-store sales.
Another victory for chili’s
The Big QP is yet another bold thrust in Chili’s relentless campaign of luring value-hunters who turned off the entire fast-food scene because of price increases. Sales in the chain surged recently with same-store sales jumping 31% during the last quarter-the third consecutive quarter of double-digit growth. Stock in Brinker International, the parent company, surged 200% over the past year due to sweet deals, menu revamps, and viral marketing.
Changing the rules in casual dining
This pitfall sets Chili’s apart from others in the casual dining space, which has been suffering lately: Hooters, TGI Fridays, and Buca di Beppo have or are on the verge of filing for bankruptcy after losing customers and raising prices. Chili’s has not done either, but it showers value meals onto people while leveraging pop culture themes, such as when it opened a Scranton, Pennsylvania, location modeled after The Office.
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McDonald’s reply: Stay tuned
McDonald’s still doesn’t have anything in the way of news for Chili’s most recent insult, but you can be sure they feel it. In an obvious effort to court cost-conscious consumers in a down-slowing sales environment, the corporate giant’s most recent announcement was the introduction of a “McValue” menu that included combo meals priced at $5 and adds other low-price deals.
While we see burger war rolling up, this isn’t just another offering on the menu. It’s a challenge to the fast-food status quo. With power-packed sales and a rising number of fans, it appears Chili’s is quite ready to keep the fire burning.
