Chili's "Fast Food Financing" Pop-Up Mocks Inflation

Chili's "Fast Food Financing" Pop-Up Takes a Bite Out of Inflation

Chili's Grill & Bar has launched a playful attack on rising fast food prices with its new "Fast Food Financing" pop-up shop and the debut of its Big QP burger. The pop-up, open April 16-17 in New York City next to a McDonald's, mimics a payday loan store, offering "approved" visitors gift cards to offset the cost of fast food combo meals.

The pop-up also features a speakeasy serving the Big QP, designed to compete with the McDonald's Quarter Pounder. Promotional videos parody low-budget local TV ads, lamenting inflation and proclaiming fast food is "just for trillionaires."

Chili's Targets Value-Conscious Consumers

This campaign builds on Chili's strategy of targeting fast food brands for perceived lack of value during inflationary times. Traditionally competing with dine-in restaurants like Applebee's, Chili's is now challenging larger chains like McDonald's to appeal to budget-conscious diners.

The "Fast Food Financing" pop-up embodies this combative marketing approach. The storefront's design features bold signs with messages like "Now You Can Eat Like a Trillionaire" and "Fast Food Prices are Out of Control! Finance Your Fast Food Today!" This stands in stark contrast to the neighboring McDonald's.

A separate ad highlights the Big QP, claiming it has "85% more beef than some quarter-pound burger," clearly targeting the Quarter Pounder. The pop-up and ad campaign were created by agencies JM&D and M ss ng p eces.

Beyond the Pop-Up: Online Engagement

Those unable to visit the pop-up can participate in social media giveaways on X (formerly Twitter) for a chance to win a gift card. A dedicated microsite allows users to "apply for financing" by answering questions like "Do you believe fast food prices are out of control?" and completing puzzles.

Chili's Continued Focus on Value

This isn't Chili's first foray into value-driven campaigns. Last year, the chain introduced the Big Smasher Burger, positioned against the Big Mac, as part of its 3 For Me value menu. The burger was promoted with a retro video game where players "smash" a fictional fast food syndicate.

This aggressive marketing strategy has proven successful for Chili's, with comparable sales up 31% year over year in fiscal Q2 2025, driven by value-focused advertising and popular menu items like the Triple Dipper.