Chili's has gained significant social media attention after a post highlighting high fast-food prices prompted the restaurant to contrast them with its own value offerings. The exchange began when a user on X, formerly Twitter, shared a photo of a Burger King menu showing a Bacon King sandwich meal priced at $18.19, with the sandwich alone costing $12.99.
"Why should I get this when I could just go to a restaurant?" the user, @YellowFlashGuy, captioned the image, suggesting that restaurant prices might be comparable but offer better quality. This prompted a response from Chili's, which stated, "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."
The Chili's response was viewed over 5 million times on X and generated numerous positive reactions. Users expressed agreement with the chain's sentiment and praised its value meal deals. One commenter wrote, "OK, I'm going to Chili's after work," to which the restaurant replied, "We can't wait!" Another user commented, "I had the Big Crispy Chicken for lunch yesterday. Great food, great service and outstanding value!" Chili's parent company, Brinker International, confirmed that the Texas-based chain has been playfully comparing itself to fast-food competitors for several years.
Major fast-food chains have seen significant price increases in the last decade. A FinanceBuzz study found that prices at major fast-food chains rose by an average of 60% between 2014 and 2024. This trend has led a majority of consumers to adjust their dining habits. According to a report by restaurant technology company Popmenu, 68% of U.S. consumers are dining out less frequently and prioritizing affordability and convenience.
The Burger King Bacon King sandwich features two quarter-pound beef patties with bacon, American cheese, ketchup, and mayonnaise on a sesame seed bun. Burger King's website states that most of its restaurants are locally owned and operated by franchisees, and prices and participation vary by location. Fox News Digital reached out to Burger King for comment.
While the majority of comments were favorable towards Chili's, not all feedback was positive. One user reported an issue with a steak order, which Chili's addressed by apologizing and requesting further details. Other commenters defended the chain, suggesting the issue might be isolated to a specific cook rather than the brand itself.
Chili's has been promoting its value-focused "3 for Me" platform, which includes the Big Crispy Chicken Sandwich and starts at $10.99. This strategy appears to be contributing to the chain's growth. Brinker International reported in April that Chili's has achieved its 20th consecutive quarter of same-store sales growth, with sales increasing by 4%.