Chili’s Grill & Bar has expanded its popular value offering with the latest update to its $10.99 “3 For Me” deal, introducing the new Big Crispy and Spicy Big Crispy chicken sandwiches as part of the combo.
Launched on Tuesday, the refreshed deal allows customers to choose an entrée along with fries, unlimited chips and salsa, and a bottomless fountain drink. The addition of the new chicken sandwiches positions the offer as a direct competitor to fast-food chicken sandwich meals, a category that has seen significant growth over the past several years.
According to the company, the Big Crispy lineup now includes five variations, giving customers a wider range of choices within the value platform. The sandwiches are also designed to span multiple price tiers—fitting into the “3 For Me” value option, as well as mid-tier and premium offerings—helping balance margins while maintaining affordability.
Kevin Hochman, President and CEO of Brinker International, highlighted the strategic role of value-driven promotions during the company’s fiscal Q2 2026 earnings call. He noted that customers drawn to the “3 For Me” deal tend to visit more frequently and spend more over time compared to higher-ticket diners.
The value platform has been a key driver of growth for Chili’s, alongside menu items like the Big Smasher and Big QP burgers. With the brand expecting to cycle through multiple quarters of over 20% same-store sales growth, continued menu innovation and competitive pricing are seen as critical to sustaining momentum amid cautious consumer spending.
To support the new chicken sandwich lineup, Mika Ware, CFO of Brinker International, said the company will roll out television advertising beginning in late April.
Chili’s recent success has been fueled by its strong price positioning against quick-service restaurants, combined with a focus on service quality and dining experience. At the same time, the brand has refined its chicken sandwich recipe over the past year, simplifying it to a brioche bun, pickles, mayonnaise, and a large hand-breaded chicken breast designed to stand out in an increasingly competitive category.