Chili’s is calling out fast-food shrinkflation with one massive sandwich

The chain says its new chicken sandwiches are significantly larger than McDonald’s—and come with a full meal for less money.

BY María José Gutierrez Chavez

Americans can’t get enough chicken—brands like Raising Cane’s and Chick-fil-A have risen as fast-food superstars while others race to consolidate their spot as winners of the chicken sandwich wars. Now, Chili’s is entering the game in a big way.

Value menus, a staple of chain and fast-food restaurants, bundle multiple menu items at a discounted price, giving customers a full meal without the full cost. Now, Chili’s—whose value meal includes an entrée, fries, a soda, and bottomless chips and salsa—is adding chicken sandwiches to the mix.

“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,” George Felix, Chili’s chief marketing officer, said in a press statement.

The Big Crispy will be offered in six different variations: Original, Nashville Hot Big Crispy, Spicy Big Crispy, Honey-Chipotle Big Crispy, Buffalo Big Crispy, and Deluxe Big Crispy.

The chicken sandwiches are allegedly larger in size than those of its competitors, with the new value-menu rollout serving as commentary on other fast-food restaurants that are shrinking their menu items.

“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-through,” Felix said.

Chili’s claim follows that of many customers who have noticed that, while value menu pricing has remained relatively the same, the menu items have shrunk in response to inflation—a phenomenon referred to as “shrinkflation.”

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