Chili’s sets the tone for a menu shift
As Chili’s prepares to cut about 40% of its offerings, it’s using a social media campaign to set the tone for the switch and stave off disappointed diners mourning departing dishes. Marketing the menu changes will begin next month, but Chili’s is broadcasting “In Menumoriam” videos to bid farewell to some of the items being cut. The videos, posted on Chili’s Facebook, Twitter and Instagram feeds, have a playful tone, with some of them spoofing classic film goodbyes. A video riffing on a scene from “Titanic” while saying farewell to the chain’s Smothered Carnitas Burrito grabbed over 200,000 views and more than 200 shares on Facebook. And while some fans are sad to see certain dishes go, most social media responses have expressed positivity or curiosity, making the videos a nice ramp up to the retooled menu launch.