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
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.
News Market Reaction – EAT
In the Apr 14 session, EAT gained 3.31%, reflecting a moderate positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Mar 18 | Maggiano’s value push | Positive | -1.9% | Larger Maggiano’s portions and expanded Family Style menu at no extra cost. |
| Mar 16 | Chili’s NASCAR promo | Positive | +0.8% | Chili’s-branded race car and marketing activation with Spire Motorsports at Darlington. |
| Mar 02 | CMO promotion | Positive | -1.0% | George Felix promoted to EVP & CMO overseeing Chili’s and Maggiano’s marketing. |
| Feb 24 | Sponsorship extension | Positive | +0.3% | Extension of multi-year motorsports sponsorship and branding around margarita sales. |
| Feb 11 | Margarita club launch | Positive | +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.
Recent marketing and branding announcements have produced mixed next-day moves, with both gains and declines following ostensibly positive news.
Over the past two months, EAT’s news flow has focused on marketing, brand partnerships, and value-oriented offerings across Chili’s and Maggiano’s. Initiatives include larger Maggiano’s portions at no extra cost, motorsports sponsorships highlighting margarita sales, and a new Margarita of the Month Club. Leadership changes added a new EVP & CMO overseeing both brands. Price reactions have been modest and mixed, suggesting investors treat such campaigns as incremental rather than transformational catalysts.
Key Terms
shrinkflation financial
AI-generated analysis. How Rhea-AI works. Not financial advice.
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
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
"Over the past few years, we've exposed the fast food shrinkflation by serving our massive burgers in the industry-leading
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
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 - 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
1 McCrispy® is a registered trademark of McDonald's Corporation.
2 In a study conducted in the
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SOURCE Chili's Grill & Bar