Chili's Big QP Burger has made its way to the casual dining brand's menu as a new option that's meant to encourager consumers to skip the fast food drive-thru in favor of the brand's dining room. The burger is positioned as an elevated take on a classic burger that consumers will find on the market, but is reported to feature 85% more beef with two slices of American cheese, mustard, ketchup, pickles and onions. The burger is part of the brand's 3 for Me menu that includes an entree, bottomless chips and salsa, fries and a drink for just $10.99.
CMO George Felix commented on the Chili's Big QP Burger saying, "We believe Chili's 3 For Me menu, starting at just $10.99, has been the best value in the industry since we introduced it in 2022, and we just made it even better with the new Big QP burger, featuring a fast food flavor profile our guests will recognize."
Image Credit: Chili's
What's Driving This Trend
- Premiumization of Classic Burgers
- Elevated versions of traditional fast food burgers appear to be gaining traction as a means for casual dining establishments to differentiate from fast food.
- Value-driven Meal Combos
- Increasingly, restaurants are bundling multiple menu items into a single appealing price point to entice more customers into sit-down dining experiences.
- Hybrid Dining Experiences
- A rise in hybrid dining experiences is bridging the gap between fast food convenience and the quality of casual dining to attract a wider customer base.
Who This Affects Most
- Casual Dining Industry
- The casual dining industry is leaning into offering enhanced burger options that compete with fast food without sacrificing quality or price.
- Food and Beverage Marketing
- Food and beverage marketing strategies are capitalizing on offering value-driven yet elevated meal options to shift consumer habits away from typical fast food choices.
- Restaurant F&B Supply Chain
- Restaurant supply chains are adapting to support the sale of bulked-up premium burgers while maintaining competitive pricing for consumers.
