Chili’s is heating up its rivalry with fast food giants by launching a new burger that closely resembles McDonald’s iconic Quarter Pounder.
Starting this week, Chili’s is introducing the Big QP — a cheeseburger with two slices of American cheese, pickles, ketchup, and diced onions. These toppings mirror those found on McDonald’s Quarter Pounder. However, Chili’s says their burger contains 85% more beef, promoting it as a better deal for customers.
The Big QP joins Chili’s popular “3 for Me” deal, which includes the burger, fries, unlimited chips, and a soft drink with free refills for $10.99. The company says this combo offers greater value than similar meals at McDonald’s, where a Quarter Pounder combo often costs between $5 and $7 depending on the location.
In a press release, Chili’s didn’t shy away from calling out McDonald’s directly. The company claimed its offer is “less expensive than a comparable meal at McDonald’s,” and launched TV ads that mock the size of the Quarter Pounder by calling it “tiny.”
This is not Chili’s first time taking on McDonald’s. Last year, the casual dining chain released the Big Smasher, a burger inspired by the Big Mac. The cheeky campaign around that product proved to be a hit, helping Chili’s boost same-store sales by 15% following its debut.
With the Big QP, Chili’s is betting on another wave of growth. The strategy seems to be working — in its most recent quarter, Chili’s reported a 31% increase in sales, marking its third consecutive quarter of double-digit growth. Parent company Brinker International (NYSE: EAT) has seen its stock soar 200% over the past year, a sharp turnaround from previous struggles.
Chili’s comeback is driven by a combination of aggressive pricing, revamped menu items such as improved chicken tenders, and viral marketing — including TikTok clips of its Triple Dipper appetizer. The brand also attracted attention for opening a new location in Scranton, Pennsylvania, inspired by the hit sitcom “The Office.”
These successes set Chili’s apart from many other casual dining chains that have struggled in recent years. As inflation and rising costs continue to pressure household budgets, several brands targeting budget-conscious diners — including Hooters, TGI Fridays, and Buca di Beppo — have filed for bankruptcy.
While McDonald’s has not responded directly to Chili’s Big QP campaign, the fast food giant has taken its own steps to appeal to price-sensitive customers. The chain recently introduced a new “McValue” menu, which includes a $5 meal deal and a “Buy One, Add One for $1” option. McDonald’s is also pushing more locally tailored offers through its franchise network.
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