A recent press release announces Chili’s Grill & Bar's innovative pop-up shop in New York, challenging escalating fast food prices while promoting its latest burger creation, the Big QP. This two-day event, held on April 16-17, transformed a strategic location adjacent to a McDonald’s into a mock payday loan store. Approved participants received gift cards to offset the cost of fast food meals and could enjoy the new burger at a hidden venue within the pop-up. Through parody videos resembling cheesy local TV ads, Chili’s critiques inflation-driven price hikes making fast food inaccessible for many. The company credits its focus on value and updated menu offerings with attracting younger consumers and boosting sales.

Chili's Tackles Fast Food Prices with Creative Marketing

In an audacious marketing move, Chili’s has set up a temporary pop-up shop in Manhattan’s Union Square that mimics a seedy payday loan establishment. From April 16-17, this unique experience featured garish signage declaring messages such as “Now You Can Eat Like a Trillionaire” and “Fast Food Prices Are Out of Control!” right next door to a sleek McDonald’s. Visitors deemed “approved” were gifted cards to help cover the costs of combo meals, while the exclusive Big QP burger was served inside a secret speakeasy area. Videos advertising the event adopted the exaggerated style of daytime infomercials, with loud sales pitches against a backdrop of flashy graphics.

Through this campaign, Chili’s aims to position itself as a champion of affordability amidst rising inflation. Their bold strategy targets not only traditional competitors like Applebee’s but also giants such as McDonald’s. The Big QP burger, designed to outshine McDonald’s Quarter Pounder, boasts having "85% more beef than some quarter-pound burger." This claim is humorously illustrated by juxtaposing their sandwich with a flatter alternative reminiscent of McDonald’s offerings. Executed by agencies JM&D and M ss ng p eces, the campaign extends across multiple platforms including TV, online video, and social media.

For those unable to attend in person, social media giveaways on X (formerly Twitter) offer chances to win gift cards. Additionally, a dedicated microsite invites users to "apply for financing" through interactive quizzes and puzzles questioning beliefs about fast food pricing. Last year, Chili’s introduced another competitive product, the Big Smasher Burger, part of a value bundle starting at $10.99, supported by a retro-style video game where players could virtually combat fictional fast food adversaries.

Chili’s aggressive yet creative marketing tactics have significantly contributed to its success. Owned by Brinker International, the brand reported a remarkable 31% increase in comparable sales during fiscal Q2 2025, driven by viral menu items like the Triple Dipper and advertisements emphasizing value.

This campaign exemplifies how brands can effectively engage consumers through experiential marketing combined with sharp social commentary. By addressing real-world issues like inflationary pressures on dining budgets, Chili’s demonstrates both empathy and innovation. Their approach not only highlights product superiority but also fosters a connection with customers who appreciate authenticity and humor in advertising. It serves as a reminder that staying relevant requires understanding societal trends and creatively responding to them.