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Chili’s brings its ‘baby back baby back baby back’ — with a new twist

Published: Friday, October 06, 2017 @ 6:00 AM
By: Mark Fisher - Staff Writer

Chili’s Grill & Bar is bringing back its “I want my baby back/baby back/baby back” ad jingle to help the restaurant chain introduce its tweaked concept that boosts a smaller menu but larger entrees — including those famous Baby Back Ribs that the original song promoted.

The iconic jingle — introduced 31 years ago and awarded the No. 1 song “Most Likely to Get Stuck in Your Head” by Ad Age in 2004 — has been rewritten a bit to let people know that ‘“Chili’s Is Back, Baby” and focused on its core offerings: quality burgers, ribs and fajitas, according to a Chili’s release. You can view and listen to the revised jingle at this Chili’s web site.

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“We admit that as a brand, we lost our way a bit and needed to take a step back to successfully move forward, which for us, included going back to our roots and revisiting our iconic jingle that was once on everyone’s lips,” Steve Provost, chief marketing and innovation officer of Chili’s, said in a release.

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“But we didn’t just want to revive the original jingle, we wanted to break out of the casual dining ‘sea-of-sameness’ rut and let our guests know that Chili’s Is Back, Baby and better at what we’ve always done best – serving quality burgers, ribs and fajitas, washed down with a cold margarita.”

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Those dishes are on the menu as Bigger Big Mouth Burgers, Bigger Baby Back Ribs and Full-On Fajitas, and Chili’s officials say the dishes are bigger. The fajitas now have nearly 50 percent more chicken or beef, and the entire burger lineup now uses eight-ounce (half-pound) beef patties. Theh ribs, Chili’s says, are now “Texas-sized, with more meat.”

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The overall size of the food menu has shrunk, however. Chili’s has cut the number of menu items it offers to 75, from the 125 that it offered at the beginning of the year, according to Nation’s Restaurant News.

Chili’s operates restaurants at 2762 N. Fairfield Road near the Mall at Fairfield Commons in Beavercreek, at 1110 Miamisburg-Centerville Road near the Dayton Mall, and at 3393 Princeton Road in Bridgewater Falls in Hamilton.