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| Chili's, Photo: TheTruthAbout..., Flickr. |
Chili's Grill & Bar is reviving the old "I Want My Baby Back" ad campaign in an attempt to revive the chain's declining sales over the past year.
Along with the return of the deep-voiced chorus, the restaurant is emphasizing the "Welcome to Chili's!" front-door greeting by staff and changing the way it prepares its burgers and ribs. Rather than using the old mesquite flavoring, the ribs will be slow-smoked over pecan woodchips and the previously pre-formed hamburger patties will be hand-pressed on site. The ribs will be the same price, but the burgers will cost slightly more.
"In conjunction with bringing these new ribs and burgers in, we thought it would be appropriate to bring back the jingle." Danielle Smith, a Brinker International Inc. spokeswoman, told Slashfood. "To get the fans interested again because the jingle is iconic."
Chili's stopped using the catchy ditty in 2006 to give their customers a break.
"Too much of anything, whether it be good, can weigh on you. They [Brinkers] decided to let it take a little siesta and now's it's back." said Smith.
Two of the most popular versions of the song are those by 'N Sync (for a commercial) and Fat Bastard who sang the jingle in "Austin Powers: The Spy Who Shagged Me." And now, it's your turn. Chili's plans part of the new campaign will allow the chain's fans to create their own remixes of the tune to be submitted on Facebook and Twitter.
[Via Wall Street Journal]
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