As far as iconic jingles go, Chili’s “Baby Back Ribs” ditty ranks up there with “The best part of waking up...” and “Break me off a piece of that Kit Kat bar.” The floundering casual dining chain recently announced it’s downsizing its bloated menu in an attempt to improve its food quality, and to go along with its new mission to stay relevant, Chili’s also just released a new take on the “baby back baby back baby back” earworm.
The new version of the jingle is sung to the same recognizable tune, but instead touts the chain’s new focus on “burgers, ribs, and fajitas” along with a proclamation that Chili’s has “had a moment of self-actualization” and realized that its menu “got way out of hand.” With no delightfully bassy voice providing the “barbecue sauce” refrain, this one will decidedly not be going down in the jingle hall of fame, though it is sort of cute (read: sad) when declining casual dining chains get all confessional.
Will a shrunken menu and a bad new song be enough to pull Chili’s out of its slow decline?
• Chili’s Brings ‘Baby Back’ Back [Nation’s Restaurant News]
• Chili’s Is Axing 40 Percent of Its Massively Bloated Menu [E]
• The Slow Decline of Middlebrow Chains: A Timeline [E]