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Chili’s brings ‘Baby Back’ backChili’s brings ‘Baby Back’ back

Modernized ribs jingle returns to support brand’s “less is more” menu

Ron Ruggless, Senior Editor

October 4, 2017

2 Min Read
Chili's
Chili's

Chili’s Grill & Bar is bringing “Baby Back” back. 

The 1,600-unit division of Dallas-based Brinker International Inc. unveiled Wednesday the new version of the 31-year-old “Baby Back Ribs” jingle as it began to market its “less is more” menu, which debuted on Sept. 18 with a 40-percent reduction in items.

Chili’s introduced the earworm “I want my baby back, baby back, baby back” jingle in 1986, and reprised it briefly in 2015 for its 40th anniversary, recreating it with current musicians, songwriters and guests.

The newest version was created by O’Keefe Reinhard & Paul, a Chicago-based ad agency, and highlights Chili’s focus on burgers, ribs and fajitas.

A Chili’s spokesperson said the brand will use the new jingle in television, radio and d...

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About the Author

Ron Ruggless

Senior Editor, Nation’s Restaurant News / Restaurant Hospitality

Ron Ruggless serves as a senior editor for Informa Connect’s Nation’s Restaurant News (NRN.com) and Restaurant Hospitality (Restaurant-Hospitality.com) online and print platforms. He joined NRN in 1992 after working 10 years in various roles at the Dallas Times Herald newspaper, including restaurant critic, assistant business editor, food editor and lifestyle editor. He also edited several printings of the Zagat Dining Guide for Dallas-Fort Worth, and his articles and photographs have appeared in Food & Wine, Food Network and Self magazines. 

Ron Ruggless’ areas of expertise include foodservice mergers, acquisitions, operations, supply chain, research and development and marketing. 

Ron Ruggless is a frequent moderator and panelist at industry events ranging from the Multi-Unit Foodservice Operators (MUFSO) conference to RestaurantSpaces, the Council of Hospitality and Restaurant Trainers, the National Restaurant Association’s Marketing Executives Group, local restaurant associations and the Horeca Professional Expo in Madrid, Spain.

Ron Ruggless’ experience:

Regional and Senior Editor, Informa Connect’s Nation’s Restaurant News and Restaurant Hospitality (1992 to present)

Features Editor – Dallas Times Herald (1989-1991)

Restaurant Critic and Food Editor – Dallas Times Herald (1987-1988)

Editing Roles – Dallas Times Herald (1982-1987)

Editing Roles – Charlotte (N.C.) Observer (1980-1982)

Editing Roles – Omaha (Neb.) World-Herald (1978-1980)

Email: [email protected]

Social media:

Twitter@RonRuggless

LinkedIn: www.linkedin.com/in/ronruggless

Instagram: @RonRuggless

TikTok: @RonRuggless

 

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