Chili's Grill & Bar returns to television advertising this week after a three-year hiatus and is launching it with a “3 for Me” remix with Grammy-nominated R&B singer Brian McKnight on its digital channels.
The casual-dining brand, a division of Dallas-based Brinker International Inc., is promoting its 3 for Me deal with a remake of McKnight’s classic “Back at One,” breaking down how customers can create custom, budget-friendly meals for as little as $10.99.
McKnight, portraying waiter Brian Moore, applies his dulcet tones to chicken tenders and Coke and other 3 or Me meals.
“I was thrilled to be able to collaborate with such an iconic brand like Chili’s on this remake of one of my favorite hits – it truly felt like such a natural fit and a no-brainer,” McKnight said in a statement. “The song is all about steps, much like Chili’s 3 for Me menu. As a foodie with a long-standing love for Chili’s, I was even more excited to dedicate this ‘Back at One’ remix to food.”
The remix is also available on Chili’s YouTube channel and a 30-second version will appear on Chili’s social media channels. Price ranges for the 3 for Me menu range for $10.99 to $15.99.
George Felix, Chili’s chief marketing officer, said: “Our 3 For Me is an unbeatable value and while telling people that getting a bottomless drink, bottomless chips and salsa, a cheeseburger and fries for just $10.99 is compelling, it's way more interesting to have Brian McKnight serenade you with step-by-step instructions on how to order and customize your 3 For Me meal.”
The company said earlier in February that it would be enhancing value as it makes its return to television advertising, which was halted when the pandemic was declared in March 2020.
Chili’s said customers can add to the 3 for Me meal with options such as a margarita or cheesecake for $2.49 each.
Chili’s owns and franchises about 1,600 restaurants in 29 countries and two territories. Parent Brinker International also owns the Maggiano's Little Italy casual-dining brand and the It's Just Wings and Maggiano's Italian Classics virtual brands.
Update Feb. 21, 2023: This story has been edited to clarify that Brian McKnight is appearing only on the digital channels.
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