Chili's® $10.99 3 For Me® Menu Goes After Fast Food's So-Called "Value" Meals Once Again with the Big Crispy™ Chicken Sandwich

Chili's (NYSE:EAT) expanded its $10.99 3 For Me menu nationwide by adding the Big Crispy and Spicy Big Crispy chicken sandwiches, plus four additional Big Crispy variations.

Rhea-AI Summary

Chili's (NYSE:EAT) expanded its $10.99 3 For Me menu nationwide by adding the Big Crispy and Spicy Big Crispy chicken sandwiches, plus four additional Big Crispy variations.

The chain says a local study found Big Crispy filets were over 80% bigger than the average McCrispy filet; a pop-up "Big Crispy Food Court" will run in New York City on April 16, 2026.

Positive

• $10.99 3 For Me meal expanded to include Big Crispy sandwiches nationwide
• Introduced six Big Crispy sandwich variations across menus
• Local study: Big Crispy filet > 80% bigger than McCrispy
• Promotional Big Crispy Food Court pop-up in NYC on April 16, 2026

Negative

• None.

Argus Apr 14 session

+3.31% close to close Open Argus

Details

News Market Reaction – EAT

On Apr 14, the day this news came out, EAT closed 3.31% above the previous close.

Data tracked by StockTitan Argus for the Apr 14 session.

Market Context

This announcement highlights Chili’s effort to deepen its value positioning by adding Big Crispy chi...

Analysis

This announcement highlights Chili’s effort to deepen its value positioning by adding Big Crispy chicken sandwiches to the $10.99 3 For Me menu and promoting the concept through a New York City pop-up. It builds on a series of marketing and value initiatives across the portfolio. Investors may watch how this campaign influences guest traffic, mix, and check size, especially given the competitive chicken sandwich category and broader consumer focus on value.

Key Figures

3 For Me price: $10.99 Big Crispy lineup: 6 sandwiches Filet size difference: Over 80% bigger +3 more

3 For Me price

$10.99

Price for entrée, fries, bottomless chips & salsa, and drink

Big Crispy lineup

6 sandwiches

Total number of Big Crispy chicken sandwich variations nationwide

Filet size difference

Over 80% bigger

Average Big Crispy filet vs average McCrispy breaded filet in local study

Food Court date

April 16

Chili’s Big Crispy Food Court pop-up in New York City

Food Court hours

11 a.m.–5 p.m. EST

Operating hours for New York City pop-up experience

Food Court address

37 Union Square West

Location of Chili’s Big Crispy Food Court in New York City

Historical Context

5 past events · Latest: Mar 18

5 events

1. Mar 18

   Maggiano’s value push

   24h Move

   -1.9%

   Larger Maggiano’s portions and expanded Family Style menu at no extra cost.

2. Mar 16

   Chili’s NASCAR promo

   24h Move

   +0.8%

   Chili’s-branded race car and marketing activation with Spire Motorsports at Darlington.

3. Mar 02

   CMO promotion

   24h Move

   -1.0%

   George Felix promoted to EVP & CMO overseeing Chili’s and Maggiano’s marketing.

4. Feb 24

   Sponsorship extension

   24h Move

   +0.3%

   Extension of multi-year motorsports sponsorship and branding around margarita sales.

5. Feb 11

   Margarita club launch

   24h Move

   +2.0%

   Launch of free Margarita of the Month Club tied to strong 2025 margarita volumes.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

shrinkflation

1 terms

shrinkflation financial

"we've exposed the fast food shrinkflation by serving our massive burgers"

Shrinkflation is when a company reduces the size, quantity, or quality of a product while keeping the price the same or only slightly higher, like buying a smaller chocolate bar for the same cost. Investors watch it because it signals how a business is coping with rising costs and price sensitivity—affecting profit margins, sales volumes and brand trust—and can indicate whether price increases or cost cuts are more likely going forward.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Chili's is calling out fast food, taking them to "food court" and setting a new standard for chicken sandwiches with industry-leading value available nationwide

DALLAS, April 14, 2026 /PRNewswire/ -- The chicken sandwich category has exploded over the last few years, but consumers continue to feel the empty promise of so-called "value" from fast food restaurants. For years, Chili's® Grill & Bar has redefined value with the addition of Big Smasher and Big QP burgers to the game-changing 3 For Me menu, giving guests an entrée with fries, bottomless chips and salsa, and an unlimited fountain drink for just $10.99 – an unmatched value and dining experience, available every day for everyone, that can't be beat by a fast food meal. Now, Chili's is shaking up the chicken sandwich game as the original Big Crispy and new Spicy Big Crispy join the $10.99 lineup for the ultimate chicken sandwich value.

With an expanded, full lineup of six Big Crispy chicken sandwiches – all hand-battered and WAY bigger than McDonald's® McCrispy®¹ – Chili's is giving guests the abundance and quality they actually deserve. How much bigger is WAY bigger? Chili's found in a local study that the average Big Crispy filet was over 80% bigger than the average McCrispy breaded filet.²

"Over the past few years, we've exposed the fast food shrinkflation by serving our massive burgers in the industry-leading $10.99 3 For Me meal for a value that can't be found in the drive-thru," said George Felix, Chili's Chief Marketing Officer. "Now, we're setting our sights on fast food chicken sandwiches, offering our gigantic Big Crispy and Spicy Big Crispy chicken sandwiches in the same 3 For Me value meal. This is a shakeup to the chicken sandwich category that is long overdue, and one that our guests are going to love."

But the brand isn't stopping there. Chili's is also going head-to-head with value injustice by putting fast food on trial – in "food court."

Chili's Big Crispy Food Court is an immersive pop-up experience in New York City on April 16 at 37 Union Square West New York, NY 10003 from 11 a.m. to 5 p.m. EST, inviting fans to serve as the jury in the case of Chili's vs. Fast Food. During the experience, guests will hear (and taste) the evidence for why Chili's continues to offer arguably the best value in the industry with the new Big Crispy 3 for Me meal. Attendees will leave with a Big Crispy 3 For Me and the opportunity to share their verdict with Court TV.

The Big Crispy is now available at Chili's restaurants nationwide in six crave-worthy variations, all served with a side of the brand's house-made ranch for the perfect bite every time:

• Big Crispy – A thick, hand-battered chicken breast with creamy mayo and crisp pickles on a toasted bun, available on the 3 For Me menu with fries, bottomless chips and salsa and an unlimited fountain drink for just $10.99.
• Spicy Big Crispy – The same golden, hand-battered chicken breast with an all-new spicy mayo that delivers a slow-building heat, balanced with pickles. The Spicy Big Crispy was an early bestseller in test markets and is now available on the $10.99 3 For Me menu.
• Honey-Chipotle Big Crispy – The Big Crispy is now also available tossed in Chili's famous Honey-Chipotle sauce, topped with pickles and served as an entrée with white cheddar mac & cheese and fries.
• Nashville Hot Big Crispy – One of the most exciting flavors on national menus in the past few years is now available as a Big Crispy sandwich. The spicy profile is balanced out with pickles and served with white cheddar mac & cheese and fries.
• Buffalo Big Crispy – Rounding out the sauced Big Crispy lineup is this classic chicken pairing, also topped with pickles and served as an entrée with white cheddar mac & cheese and fries.
• Deluxe Big Crispy – Topped with two crispy slices of thick-cut bacon, melty Swiss cheese, mayo, and fresh lettuce and tomato for an even heartier bite. The Deluxe Big Crispy is also served with a side of white cheddar mac & cheese and fries.

At a time when consumers expect more for their money, Chili's continues to deliver a full-service dining experience at a price point that rivals – and often beats – the drive-thru.

Guests nationwide who are unable to visit the pop-up experience in New York City are encouraged to share their case against fast food with Chili's (@chilis) on X for the chance to win a Chili's gift card (contest details posted on X). For information about Chili's Big Crispy Food Court, visit www.chilis.com/bigcrispy/foodcourt, or head to www.chilis.com/bigcrispy to see more of the evidence for yourself.

About Chili's® Grill & Bar
Hi, welcome to Chili's! A proud leader in the casual dining industry and the flagship brand of Dallas-based Brinker International, Inc. (NYSE: EAT), Chili's was named Ad Age's 2025 Brand of the Year. Founded in 1975, Chili's is known for serving Big Mouth Burgers®, Crispy Chicken Crispers®, and sizzling fajitas, while hand-shaking more margaritas than any other restaurant brand in the United States. Chili's operates 1,600 restaurants in 29 countries and two territories with over 70,000 team members. With a purpose to make everyone feel special, Chiliheads take food, drink and service seriously – but not themselves. Chili's was a proud winner at the 2025 MenuMasters Awards for Best New Menu Item for Nashville Hot Mozz, the breakout addition to the social media-famous Triple Dipper. For more than 20 years, Chili's has been a proud supporter of St. Jude Children's Research Hospital and has raised more than $120 million for the organization through generous guest and team member donations. Find more information at chilis.com, follow on X or Instagram, like on Facebook, or join Chili's on TikTok.

¹ _{McCrispy^® is a registered trademark of McDonald's Corporation.}
² _{In a study conducted in the Dallas-Ft. Worth area, the average Big Crispy™ breaded filet (cooked) was 82% bigger than the average McCrispy^® breaded filet (cooked).}

 

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SOURCE Chili's Grill & Bar

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What did Chili's (EAT) announce about the Big Crispy on April 14, 2026?

Chili's announced nationwide availability of the Big Crispy family on its $10.99 3 For Me menu. According to the company, six Big Crispy variations now join the 3 For Me meal, pairing sandwiches with sides and unlimited fountain drinks for $10.99.

How many Big Crispy sandwich variations did Chili's add to the 3 For Me menu (EAT)?

Chili's added six Big Crispy sandwich variations to menus nationwide. According to the company, those include Big Crispy, Spicy Big Crispy, Honey-Chipotle, Nashville Hot, Buffalo, and Deluxe options with varied side pairings.

What evidence did Chili's provide comparing Big Crispy size to McDonald's McCrispy (EAT)?

Chili's cited a local study finding its average Big Crispy filet was over 80% bigger than the average McCrispy filet. According to the company, that size comparison underpins its value positioning versus fast food competitors.

When and where is Chili's Big Crispy Food Court pop-up tied to the EAT announcement?

The pop-up runs in New York City on April 16, 2026 from 11 a.m. to 5 p.m. EST at 37 Union Square West. According to the company, attendees can taste the Big Crispy 3 For Me and share verdicts with Court TV.

How does the Big Crispy appear in Chili's $10.99 3 For Me meal and what sides are included (EAT)?

The Big Crispy is offered as an entrée within the $10.99 3 For Me meal with fries, bottomless chips and salsa, and an unlimited fountain drink. According to the company, select sauced or deluxe versions are served with white cheddar mac & cheese and fries.