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Applebee’s and Chili’s Throw Shade on X Over Which Has the Better Meal Deal

December 11, 2024

Nicholas Morine

While Applebee’s and Chili’s have long fought over a similar target demographic, it appears that things are taking on a new (and modern) twist as the feud intensifies on X.

Backing the recently introduced $9.99 Really Big Meal Deal from Applebee’s — a meal that comes with a soft drink, an order of fries, and either a bacon cheeseburger or the brand’s new Big Cluckin’ Chicken Sandwich — came a tweet throwing a bit of shade at competitor Chili’s.

Applebee’s Targets ‘That Other $10.99 Deal’ With Mixed Results

Applebee’s Dec. 6 X post took aim at Chili’s longstanding 3 for Me deal, which as Restaurant Business outlined has enjoyed immense popularity with fast-casual dining fans since its introduction in mid-2022. In its X post, the restaurant chain wrote:

“$9.99 The Really Big Meal Deal >>>>> that other $10.99 deal.”

The results may not have gone exactly as anticipated. Chili’s social media team fired back a few days later with a somewhat saucy retort:

“@ us next time… don’t forget, our 3 for $10.99 comes with bottomless drinks, UNLIMITED chips and salsa, and a Big Smasher with fries. y’all could literally never.”

As of late afternoon on Dec. 11, the original post had received about 1,000 likes, while Chili’s retort had garnered over 127,000. The comments section was filled with users backing Chili’s value offering over Applebee’s, as The Austin American-Statesman detailed.

Chili’s Set To Potentially Overtake Applebee’s in 2025

According to Restaurant Business, Chili’s has been gaining ground on Applebee’s since the third quarter of 2022 — precisely after the former chain had launched its 3 for Me meal.

Chili’s has seen same-store sales rise by a significant 24% in the interim, while Applebee’s has seen same-store business tick downward by 4.5%. And while the chain has traditionally been the far larger competitor in the space, with systemwide sales of $4.35 billion last year, Chili’s notched an impressive $4 billion in 2023, not far behind.

As 2024 draws to a close, Chili’s may actually overtake Applebee’s in terms of systemwide sales. If not, and should sales trends continue, it seems likely it will take the crown in 2025.

Applebee’s doesn’t seem to be taking the competition lightly, however. Restaurant Business outlined the fact that it had recently taken creative inspiration from Chili’s when launching an ad for its $9.99 Really Big Meal Deal, contrasting its own value proposition against those put forth by fast-food restaurants while depicting typical drive-thru fare as unappealing and uninspired.

Further, Applebee’s CMO Joel Yashinsky provided a statement backing the company’s latest meal deal.

“We know our guests want great food at an incredible value. The competitive landscape today has presented an opportunity for us to boldly introduce new value offerings. At Applebee’s, we’re known as a place to get a delicious meal at a great price, and the Really Big Meal Deal featuring our new Big’ Cluckin’ Chicken Sandwich provides exceptional value for our guests,” Yashinksy wrote.

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