Chili’s debuts new chicken sandwich featuring secret sauce

Chili’s Grill & Bar launched a new entrant into the chicken sandwich wars with the debut of the casual dining brand’s Chili’s Chicken Sandwich.

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(Chili's)
(Chili's)

Chili’s Grill & Bar launched a new entrant into the chicken sandwich wars with the debut of the casual dining brand’s Chili’s Chicken Sandwich.

"We didn't want to create just another chicken sandwich. We're all about food perfection and wanted to create the best chicken sandwich. And that takes time," said Michael Breed, vice president of marketing at Chili's. 

"We've been testing a chicken sandwich and our new Secret Sauce for over a year to ensure we give our guests the perfect bite — a bite that's full of flavor and makes you want another bite and another — and we've done just that with the Chili's Chicken Sandwich."

Fried chicken sandwiches remain popular with consumers following the 2019 chicken sandwich wars. Popeyes Louisiana Kitchen and Chick-fil-A remain the industry leaders, but at least six other major foodservice chains have added a chicken sandwich to menus since the beginning of 2021.

Chili’s chicken innovation

The Chili’s Chicken Sandwich features crispy hand-battered and hand-breaded chicken breast drizzled with Secret Sauce, topped with lettuce, tomato and a buttered and toasted brioche bun.

The hand-battered, hand-breaded chicken sandwich is available through June 30 on Chili’s exclusive 3 for $10 menu. The deal is available in restaurants, for carry out or through delivery.

Chili’s is also innovating with chicken through virtual brand, It’s Just Wings.

Menu items for the It’s Just Wings prepared in the kitchens of 1,000 company-operated Chili’s and Maggiano’s but can only be ordered through DoorDash. The virtual brand sells boneless and smoked and traditional bone-in wings smothered in a choice of 11 sauces, such as truffle hot sauce and ponzo sauce. Every order also includes free curly fries.

“We've built everything around the killer wings/stupid prices approach, which just kind of represents that we provide a really good value and a really good product,” Wade Allen, SVP Head of Innovation, Brinker International, told WATTPoultry.

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