Chili's Grill & Bar has publicly criticized Burger King's pricing, highlighting a recent social media post that showed a Burger King meal costing $18.19. The casual dining chain used the instance to promote its own value-focused menu.
The exchange began when an X user, @YellowFlashGuy, shared a photo of a Burger King menu featuring a Bacon King sandwich meal, including fries and a drink, for $18.19. The sandwich alone was priced at $12.99. The user questioned the value, asking, "Why should I get this when I could just go to a restaurant? The food would be close to this price, and better."
Chili's responded to the post, "THIS IS WHAT WE'VE BEEN SAYING!!!! WHY DO Y’ALL LET FAST FOOD PLAY YOU LIKE THIS? Big Crispy Chicken Sandwich 3 for Me with fries, BOTTOMLESS chips and salsa and UNLIMITED drink for $10.99, only at Chili's." This response was viewed over 5 million times and generated significant positive engagement.
The Bacon King consists of two quarter-pound beef patties with bacon, American cheese, ketchup, and mayonnaise on a sesame seed bun. Burger King has stated that most of its locations are independently owned and operated by franchisees, and prices and participation vary by location.
Chili's, a division of Brinker International, has a history of playfully targeting fast-food pricing. In April, the chain introduced its Big Crispy Chicken Sandwich, emphasizing its value-oriented "3 for Me" platform, which starts at $10.99. A spokesperson for Chili's parent company indicated that this focus on value has been a deliberate strategy for several years.
The recent social media interaction occurred amid broader trends in the restaurant industry. A FinanceBuzz study indicated that major fast-food chains increased prices by an average of 60% between 2014 and 2024. Additionally, a report from restaurant technology company Popmenu found that 68% of U.S. consumers are reducing restaurant dining in favor of affordability and convenience.
Chili's has reported consistent growth, with Brinker International announcing in April that Chili's achieved its 20th consecutive quarter of same-store sales growth, up 4%.