Chili’s takes on McDonald’s with the launch of a new ‘Big Smasher’ burger to rival the Big Mac.
The Texas restaurant chain launched Big Smasher in late April in an attempt to offer a cheaper, heavier alternative to its fast-food competitors that have raised prices.
A Big Mac meal in Branford, Connecticut, costs $14.69, according to the McDonald’s app. At a nearby Chilli’s in East Haven, a Big Smasher, with fries, a drink and a starter, is $10.99 as part of the ‘3 for Me’ value meal.
The Big Smasher also contains nearly half a pound of beef, almost twice as much as its McDonald’s competitor, according to Brian Paquette, Chili’s culinary director.
“We’ve always had amazing burgers on our menu, but for about a year now we’ve been hearing more and more frustration from fast food fans about rising costs,” Paquette he told Business Insider.
Chili’s launched its Big Smasher burger in April as a rival to McDonald’s Big Mac
A Big Mac meal can often cost more than $13 compared to the Big Smasher, which costs $10.99 when included in Chili’s ‘3 for Me’ value meal.
“We think Chili’s 3 for Me offers better value than you’ll find at any drive-thru, and with the new Big Smasher burger, we’ve just made ‘3 for Me’ even better,” George Felix, Chili’s chief marketing officer. the officer added.
“We believe that our guests can enjoy increasingly better quality, better prices and a better experience,” added Félix.
The Big Mac and Big Smasher include onions, pickles, shredded lettuce, American cheese and Thousand Island dressing. The only difference is that the Big Smasher doesn’t have the extra bun in the middle.
Similarity is something Chili’s doesn’t shy away from, writing in a press release that the new burger has “flavors that fast food lovers will recognize.”
Ads for the new burger claim it’s better than “a small takeout burger” while showing their “3 For Me” meal next to a Big Mac.
But McDonald’s is ready to hit back at Chili’s with plans to roll out a new super-sized burger in select restaurants later this year.
Chili’s ‘3 for Me’ offer allows customers to enjoy the new Big Smasher burger, a side of fries, an appetizer and a bottomless drink.
Fast food prices have been rising, and McDonald’s increased its prices about 10 percent in 2022 and 2023, according to the company’s chief financial officer, Ian Borden.
Customers are increasingly resentful of rising costs, and one TikTok creator went viral explaining how Chili’s is now cheaper than McDonald’s.
Chilli’s ads for the new burger claim it’s better than “a small burger on the go” while showing its “3 For Me” meal next to a Big Mac.
Fast food prices have been rising, and McDonald’s increased its prices by about 10 percent in 2022 and 2023.
Chili’s is aware that fast food customers are increasingly frustrated by price increases
Eason Trbojevic told his followers that Chili’s ‘3 for Me’ deal is now less expensive than going to McDonald’s.
“Chili’s is cheaper than McDonald’s, but there is no one here,” explains Trbojevic in the video that has been viewed more than 2.6 million times.
“You get your drink, your fries, your cheeseburger and your fries,” he said.
And he added: “I love the Chili’s in my neighborhood, I will come again.”
As a result of inflationary price increases and customer dissatisfaction, chains have increasingly turned to promotional offers like Chili’s 3 for Me to attract customers.
Applebee’s ‘2 for $25’ deal gives customers two entrees and the choice of an appetizer or two salads.
Similarly, Red Lobster’s ‘Shrimp Your Way’ meal deal includes three shrimp dishes for $25 or two for $21.