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Chili's Advertising Goals

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Strategic Message Planner: Chili’s

Advertising Goal
“Food like home brought close to you,” the goal is to appeal to the target audience, students that make up a large portion of the populace, by comparing Chili’s hot and diverse options to home-like food they may have previously consumed. As well as families in the surrounding areas, there are select choices for eating out in the surrounding area.

Client: Key Facts
Chili’s was founded in 1975 by Larry Lavine in Texas, currently, it is operated by Brinker International and is considered a casual American dining experience. The company focuses primarily on burgers, fajitas, and ribs while incorporating a variety of Tex-Mex and blended American options.

Their yearly revenue is around 3.8 …show more content…

There are options for vegans and vegetarians and even gluten-free is included. There are meals you can order with allergen concerns acknowledged as well as offers the dietary information of the diverse choices.

Like many restaurants, when your food needs to be handled according to special protocols to reduce cross-contamination of allergens, you notify your server. Chili’s can fulfill steps to prevent contamination with gluten products, but these ingredients are still present. Therefore, Chili’s can not guarantee a meal is absent of gluten.

Inspired by Southwestern-style cuisine as well as traditional casual dining favorites, Chili’s menu caters to many different tastes and diets. Also worth noting, are the large serving sizes, bottomless drinks, and a menu of salty, high-protein, and fiber dishes. This is a huge selling point for college students who find their food on campus or surrounding options lacking in certain aspects. Serving sizes are a huge bonus for their budgets as well as for the families of Weatherford.

Target Audience: Demographics and …show more content…

The most recent “Three for Me” deal is an example of helpful money management options. The large and sizable portions also allow for more bang for their buck.

Direct Competitors and Brand Images
Texas Roadhouse is Chili’s largest looming competitor in the market, having the same originating point, being the state of Texas. However, there is no Texas Roadhouse here in Weatherford, Oklahoma so Chili’s would be taking advantage of the promising open real estate. There are 7 Chili’s alone in Oklahoma City and only 3 Texas Roadhouse locations. Hawaii is the only state lacking a Texas Roadhouse. Texas Roadhouse supports over 82,000 employees with a yearly revenue of 4 billion dollars.

Indirect Competitors and Brand Images
Indirect competitors would include other restaurant and hospitality businesses such as Olive Garden, Cheesecake Factory, Red Robin, and Applebee’s. Each is a dining experience with American blended foods and utilizes wait staff and servers to magnify personable customer service within establishments. Applebee’s employs 28,000 individuals, while Olive Garden has about 100,000 in employment. Red Robin operates with 24,335 people, and the Cheesecake Factory has around

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