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Chili’s Introduces Big QP Burger, Taking Aim at McDonald’s

Chili’s unveiled a new burger on Thursday, named the Big QP, that closely mirrors the iconic McDonald’s Quarter Pounder. This burger features similar toppings, including two slices of American cheese, pickles, ketchup, and diced onions.

However, according to the company’s official announcement, the Big QP boasts a notable difference: it contains 85% more beef than its McDonald’s counterpart, which Chili’s positions as offering greater value for customers.

Chili’s Chief Marketing Officer, George Felix, stated, “We believe Chili’s 3 For Me menu, starting at just $10.99, has been the best value in the industry since we introduced it in 2022, and we just made it even better with the new Big QP burger, featuring a fast food flavor profile our guests will recognize.” Customers can pair this burger with bottomless chips and salsa, fries, and unlimited fountain drinks, with the chain asserting that dining at Chili’s provides a more cost-effective alternative to a similar meal at McDonald’s.

As noted by CNN, this move marks Chili’s second attempt to compete directly with McDonald’s. In 2024, the restaurant chain launched a burger inspired by the Big Mac, named the Big Smasher, which was accompanied by a bold advertising campaign that cheekily proclaimed, “See ya later, tiny drive-thru burger.” This strategy proved effective, resulting in a reported 15% increase in same-store sales.

The marketing efforts at Chili’s appear to be gaining traction, as the brand continues to engage its customer base. Recently, the company opened a new location dubbed the “Scranton Branch,” playing off a beloved scene from the series The Office, in which a character humorously remarks, “I feel God in this Chili’s tonight.”

Felix commented on the cultural connection, saying, “We’ve seen the brand come to life on screen through the years, and that includes being tied to Scranton despite never having a location there. That changes this year with our newest restaurant.”

Chili’s strategic moves raise questions on its ability to continue capturing the fast-casual dining market, especially in comparison to established fast food giants. The introduction of the Big QP may further invigorate competition and offer consumers more choices.

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