Intensifying a brand identity
(Continued from page 1) Before Chili’s rolled out its new Pick-a-Pepper limited-time menu to its more than 1,500 locations on Monday, its corporate chefs were trying to accentuate the versatility of different kinds of chile pepper, from the smokiness of chipotle to the heat of red pepper. Senior director of culinary innovation and executive chef Darryl Mickler said the casual-dining brand explored several applications for chile peppers. “But the best representation of what ...
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