Chilli's is reviving its iconic 'baby back' jingle

Chilli's One Thing Burgers, Ribs & FajitasChilli’sChilli’s made some major menu cuts to focus on ribs, burgers, and fajitas.

Chilli’s famous jingle — “I want my baby back, baby back, baby back” — is back.

The casual dining chain announced on Tuesday that it was reintroducing a revamped version of the jingle to promote its new menu.

In mid-September, Chilli’s cut 40% of its menu to focus on classic favourites: burgers, ribs, and fajitas.

“We admit that as a brand, we lost our way a bit and needed to take a step back to successfully move forward, which for us, included going back to our roots and revisiting our iconic jingle that was once on everyone’s lips,” Steve Provost, chief marketing and innovation officer of Chilli’s, said in a statement.

Provost continued: “But we didn’t just want to revive the original jingle, we wanted to break out of the casual dining ‘sea-of-sameness’ rut and let our guests know that Chilli’s Is Back, Baby and better at what we’ve always done best — serving quality burgers, ribs and fajitas, washed down with a cold margarita.”

With the new menu, Chilli’s is boosting the size of its burgers and ribs. The fajitas are also larger and will be served with 48% more meat, according to the company.

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