Fun. Fresh. Flavorful. Chili's in the Middle East is a great place to hang out with friends and family and enjoy a delicious meal. Chili's is Like No Place Else. It has an energy that you won't find anywhere. And, once you take a look at the menu, you'll see why the centerpiece of the Chili's experience is the food. Chili's offers a- distinct, fresh, and flavorful mix of grilled American favorites prepared in a way that keeps guests coming back for more.
As you would expect from a major global brand, the Chili’s corporate identity is managed by a highly skilled team of experts operating in both Dallas and the UAE. The corporate identity is refreshed following careful analysis of commissioned research and consumer insights both in terms of global trends
and local consumer data. The application of this identity is borne out through every brand touchpoint, both internally to members of staff and externally to suppliers and our consumers.
Everything is considered, from the way in which To Go orders are taken and processed, to our advertising material, sonic branding the application of the brandmark to a staff vehicle or an in-restaurant napkin. Research demonstrates that our restaurant décor is recognised amongst our core target audience. This allows for subtle in-store branding which aims to deliver an experience that is both unique and familiar.
Chili’s Menu Offering
Chili’s are open for lunch and dinner with table menus refreshed and updated regularly. The culinary department frequently introduces new and innovative dishes which keep the core offering fresh and exciting.
Key categories include Mixed Starters, Salads, Ribs,
Fajitas, Steaks, Burgers and Chili’s Favorites all complemented by a range of branded desserts such as the famous Molten Chocolate Cake and a refreshing beverage list. On average, starters are priced at between dhs 20 to dhs 30,main courses at dhs 40 – 50 with steaks priced from dhs 60.
Chili’s Marketing
Chili’s drive brand communication from strategically adopted, flexible platforms that take into account consumer insights and the phase of the brand in its life span. The current platform is ‘fun fresh flavorful’. Campaign frequency increases with brand penetration.Currently five campaigns are executed in a calendar year, ensuring that the brand is ‘on’ for a significant portion of the year.
Campaigns range from ambient brand awareness exercises to sales driven tactical communications across a range of media in keeping with the desired outcome – including print, radio, outdoor and direct marketing. In keeping with the position of market leaders in the UAE, recent PARC media monitoring data shows that Chili’s outspend all other brands that might be considered as competition. As the Chili’s brand has grown over time, so the scope of marketing communications has increased to encompass sponsorships of local sporting teams and events and charitable work within the community. Chili’s operate a dedicated, bespoke loyalty programme - the ‘Spice Card’ currently 6,500 are in circulation within the UAE amongst customers who regularly take advantage of the privileges offered.
