Patrons of the American casual dining giant Chili's are mounting a passionate online campaign, urging the restaurant chain to reverse its decision and bring back a cherished menu item. The call to action centres on the chain's classic nachos, a Tex-Mex appetiser that was quietly removed from menus in 2022, much to the dismay of its loyal fanbase.
A Menu Staple Gone Missing
In a series of heartfelt posts on Reddit, customers have expressed their shock and disappointment at the disappearance of the long-time favourite. The dish, which was priced at $13, featured a generous stack of tortilla chips loaded with refried beans, melted cheese, a choice of beef or chicken, and pickled jalapeños, all served with skillet queso. Sides of pico de gallo, sour cream, and guacamole completed the offering.
Despite being cut from the menu two years ago, diners continue to be caught off guard. One Reddit user recounted taking his adult sons to Chili's over the recent holiday period, only to make the disappointing discovery. "We opened the menu and it was like a bomb went off — a gut punch reinforced by the bartender telling us these culinary marvels were no longer available," he joked in December.
The sentiment is echoed by another user, whose online username itself pays tribute to the dish. They described feeling "devastated" by its removal, writing, "It was my favourite thing to get at Chili's. I've been loving them since I was a little girl and just can't believe they're gone." Brinker International, the parent company of Chili's, has not publicly commented on the customer appeals.
Controversial Changes Amidst Record Growth
This is not the first time Chili's menu revisions have sparked controversy. In October of last year, the chain introduced a new $10.99 southwestern queso and chips across all its US locations. The reception from customers has been largely negative, with some comparing it unfavourably to supermarket-bought alternatives. "Literally tastes like the Tostitos jar you buy at the grocery store," one critic wrote online. "But somehow, it's worse."
Despite these individual missteps, Chili's is experiencing a period of remarkable financial success. The chain, famous for its baby back ribs and frozen margaritas, raked in $1.35 billion in revenue in its last quarter, marking an impressive 18.5 percent increase from the previous year. This extends the company's streak to four and a half years of consecutive quarterly growth.
In a challenging market where many consumers are cutting back on dining out, Chili's has become a rare bright spot. While competitors like Burger King, Wendy's, and Chipotle have reported sales declines or missed expectations, Chili's has attracted budget-conscious shoppers. Its strategy hinges on slashing prices and launching an aggressive marketing campaign on TikTok, promoting deals like $6 margaritas and the $10.99 'Big Smasher' burger.
The Winning Formula: Value and Virality
Kevin Hochman, the CEO of Chili's, attributes the chain's sustained growth to this focus on low prices and quality. "It's clear we have a winning product," Hochman told investors in August. He also pushed back against the notion that their success is purely a social media phenomenon, stating, "Those who believe our success was driven solely from a cheese pull and social media are just not close enough to our story."
The situation presents a curious dichotomy for the Texas-based chain, which operates roughly 1,200 locations. On one hand, it is forging ahead with a value-driven strategy that is delivering record profits. On the other, it faces a vocal segment of its customer base mourning the loss of a classic menu item, proving that even in a booming business, not every change is a recipe for success.
