Chili’s has introduced a new menu item that’s causing a stir. It’s called the Big Smasher Burger, and it’s a nod to McDonald’s Big Mac. CNN says this move has sparked a surge in business for the Tex-Mex chain.
With “twice the meat” and nearly ⅓ of the price, Chili’s might have outdone the Golden Arches. The Big Smasher Burger hit the menu in April. It’s part of Chili’s 3 For Me meal deal, a direct competitor to rising fast food prices. For $10.99, customers get an appetizer, entree, and drink. The Big Smasher, like the Big Mac, comes with diced onions, shredded lettuce, pickles, cheese, and Thousand Island dressing. But unlike the Big Mac, it has one larger, juicier beef patty and no extra middle bun.
“Or, you could settle for just some other burger at a drive-thru,” says the narrator in Chili’s ad. The ad shows a thin, dry-looking burger, clearly resembling a Big Mac.
This imitation has paid off. Chili’s parent company, Brinker International, saw a nearly 15 percent jump in in-store sales. Foot traffic also rose by nearly six percent last quarter, thanks to the 3 For Me promotion.
Before the launch, Chili’s had noticed growing frustration on social media about fast food prices, according to Brinker CEO Kevin Hochman. This led them to position their menu as a direct challenge to fast food, using it as a “foil,” Hochman explained.
In an August earnings release, Hochman stated that Chili’s “significantly outperformed the industry in both sales and traffic during the quarter.” Meanwhile, fast food giants like McDonald’s, Burger King, and Wendy’s struggled, even with their own value deals.
Chili’s and McDonald’s aren’t exactly the same. Chili’s offers sit-down service, while McDonald’s is known for quick service. But the comparison still stands out.
Hochman also mentioned that the 3 For Me deal will continue through the rest of the year. It’s been a hit, driving traffic and sparking conversation about fast food prices.