The Back to Maggiano's campaign has been announced by Maggiano's Little Italy as part of its commitment towards enhancing the customer experience and combating against shrinkflation. The campaign sees the brand focusing strongly on its large amounts of food and associated value to help catch the attention of those who haven't visited recently or who are newcomers to the brand. The campaign will see the brand doubling down on large portions with 20% more pasta in each order without increasing price, while also offering increased protein servings and an expanded Family Style menu.
CEO and President of Brinker International Kevin Hochman spoke on the Back to Maggiano's campaign saying, "Back to Maggiano's means recommitting to what made this brand special— scratch-made food, abundant portions with enough to take home for a second or third meal, and Italian-American favorites we all love sharing with friends and family. The new family-style spread is exactly how Nonna would do it—serving up plate after plate until you couldn't possibly eat another bite, then sending you home with leftovers anyway."
Anti-Shrinkflation Restaurant Campaigns
The Back to Maggiano's Campaign Focuses on Large Portions
Trend Themes
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Anti-shrinkflation Messaging — Consumers reacting against covert product downsizing are elevating transparency and portion-size claims as a key brand differentiator that reshapes purchasing criteria.
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Value-driven Portion Marketing — Emphasizing quantifiable increases like 20% more pasta and added protein reframes value perception from price discounts to generous serving sizes and perceived abundance.
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Family-style Dining Revival — A renewed interest in communal, shareable meals is driving demand for menu formats and experiences that prioritize large plates and multi-meal leftovers.
Industry Implications
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Casual Dining Restaurants — Brands offering scratch-made, abundant portions stand to disrupt competitors by turning tangible serving size and take-home value into primary competitive assets.
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Food Packaging and Supply Chain — Packaging and logistics capable of accommodating larger portions without proportionally higher costs will be critical as operators push for increased serving sizes.
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Food Delivery and Meal Kits — Expectations for shareable, multi-serving delivery options and meal kits are shifting product sizing, packaging design, and last-mile strategies to preserve portion integrity and value.