Chili's Expands Big Crispy Chicken Sandwich Line in Fast Food Showdown
Chili's is officially entering the competitive chicken sandwich market with a significant expansion of its Big Crispy platform, directly challenging fast-food giants like McDonald's. The Tex-Mex and American chain is launching six new sandwich variations, all centered on a hand-breaded chicken breast served on a brioche bun with pickles and mayo.
New Sandwich Varieties and Value Proposition
The Big Crispy lineup includes core options such as the original Big Crispy and Spicy Big Crispy, alongside premium versions like Honey-Chipotle, Nashville Hot, Buffalo, and a Deluxe sandwich topped with bacon, cheese, lettuce, and tomato. All sandwiches are part of Chili's $10.99 3 For Me value meal, which bundles an entrée with fries, bottomless chips and salsa, and an unlimited fountain drink.
Chili's is emphasizing portion size as a key selling point, positioning its sandwiches as a larger and more substantial alternative to McDonald's McCrispy. The chain claims its offerings deliver an "abundance and quality they actually deserve." To support this claim, Chili's cites a local study indicating that its average Big Crispy chicken filet is over 80 percent larger than the average McCrispy breaded filet.
Marketing Strategy and Executive Commentary
George Felix, Chili's Chief Marketing Officer, stated, "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. 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."
Chili's plans to promote its new sandwich lineup with a TV ad campaign launching later this month, as previously mentioned by Mika Ware, the CFO of Brinker International, the chain's parent company, during a fiscal Q2 2026 earnings call.
Experiential Pop-Up Event in New York City
To generate buzz, Chili's is hosting a one-day experiential pop-up event called the "Big Crispy Food Court" on Thursday in New York City. The event, designed as a playful, courtroom-style showdown between the brand and fast-food competitors, will take place at 37 Union Square West in Manhattan from 11 a.m. to 5 p.m.
Guests will participate in a mock trial where they serve as jurors in the fictional Chili's vs. Fast Food case, with the company arguing that it delivers stronger overall value. Participants will receive a Big Crispy 3 For Me meal and can share their verdict, in partnership with Court TV. This innovative marketing approach aims to engage consumers directly and highlight Chili's value proposition in a competitive market.
