Chili's Rebranding Image, Cutting 40% of Items Off Menu
  18 September, 2017

Chili's Rebranding Image, Cutting 40% of Items Off Menu

Chili's menu is getting a shakeup, with 40 percent of its menu getting cut.

The Tex-Mex restaurant chain is eliminating 50 items from its list, in the hopes to bring attention to the many other food options. According to the brand, the decision was made to follow consumer trends - expanding the menu and catering to all their guests, which has led to its ever-confusing food reputation.

Chili's President Kelli Valade recognizes this could mean bad things for customers who order the unique menu items and a loss to the restaurant.

In a statement, Valade said all guests are important, and they understand that cutting a dish such as Mango Chili Tilapia or the Crispy Asparagus appetizer could cause one guest to be disappointed with the whole menu.

She said the company is trying to re-brand itself by focusing on the items they were previously known for - burgers, fajitas and ribs.

The menu cutback will start Sept. 18.