Chili's Restaurant chain is attempting to separate themselves from their competitors as well as revamp their image. In the '90s Chili's was the "it" restaurant. Families and friends were excited about the new joint and couldn't get enough. However, just as the hype of overall jeans went out in the 1990s, so did Chili's fire. Chili's is now trying a new brand position in hopes of bringing back the boldness of the food and to create a new personality for the brand.
The social trend since at least 2009 is picking restaurants that are affordable (due to the economic downfall) and restaurants that offer some healthier options. Sadly for Chili's, their competitors beat them in both areas. In the '90s, Chili's only had to worry about beating TGIFriday's and Apple Bees, but now the market has expanded to include restaurants like Panera Bread and Chipotle. Chili's has decided to capitalize on its ambience, personality and exciting flavor.
Chili's is trying to connect with customers and transform the brand. Their new positioning strategy is, to youthful people on a budget, Chili's is the lively restaurant chain brand that brings you affordable, mouth-watering and flavorful food. They created specials like $20 for 2 and $6 lunch combos to attract young people going on dates and on their lunch breaks with co-worker friends.
The major error is, most people know Chili's best for their "Baby Back Ribs" commercials that were wildly famous in the 90s, and are not willing to accept any new gimmick from the brand. Consumers find that the new ads force humor but aren't actually funny. Instead of laughing at the new advertisements, consumers are clicking through the Youtube videos of the old commercials and getting it stuck in their heads.
Next time Chili's should stick to what they know. People across America are singing "I want my baby back ribs," give the people what they want.
Stamp of Disapproval,
The AD Judge
this is such a good point. it was huge in the 90's but has lost its charm nowadays. no one ever wanted to go while at Alabama.
ReplyDeleteaffordability is key and SO appealing to our generation. i mean, take Austin for example... cough thrifty cough couch, we are all about the DEALS!