Chili's takes aim at McDonald's with new burger to rival the Big Mac

Chili's is taking on McDonald's with the launch of a new 'Big Smasher' burger to rival the Big Mac.

The Texan restaurant chain launched the Big Smasher at the end of April in an attempt to offer a cheaper and heftier alternative to its fast food competitors who have hiked prices.

A Big Mac Meal in Branford, Conneticut, costs $14.69, according to the McDonald's app. At a nearby Chilli's in East Haven, a Big Smasher - with fries, a drink and a starter - is $10.99 when as part of the '3 for Me' value meal.

The Big Smasher also contains nearly half a pound of beef -  almost twice as much as its McDonalds competitor, according to Brian Paquette, Chili's director of culinary.

'We've always had incredible burgers on our menu, but for about a year now, we've been hearing more and more frustration from fast-food fans over rising costs,' Paquette told Business Insider.  

Chili's launched its Big Smasher burger in April as a rival to McDonald's Big Mac 

A Big Mac meal starts can often cost above $13 compared to the Big Smasher which costs $10.99 when included in Chili's '3 for Me' value meal

'We believe that Chili's 3 for Me offers better value than you'll find in any drive-thru and, with the all-new Big Smasher burger, we just made the '3 for Me' even better' George Felix, Chili's chief marketing officer added.  

'We believe our guests can enjoy better quality, better pricing and a better experience every time' Felix added. 

The Big Mac and the Big Smasher both include onions, pickles, shredded lettuce, American cheese and Thousand-Island-style dressing. The only difference is that the Big Smasher does not have the extra bit of bun in the middle.

The similarity is something Chili's is not shying away from, writing in a press release that the new burger has 'flavors fast food lovers will recognize.'

Advertisements for the new burger claim it is better than 'a tiny drive-thru burger' while showing their '3 For Me' meal next to a Big Mac. 

But McDonald's is set to fight back against Chili's with plans to launch a new a supersized burger in select restaurants later this year. 

Chili's '3 for Me' deal allows customers to indulge in the new Big Smasher burger, a side of fries, an appetizer and a bottomless drink. 

Fast food prices have been on the rise with McDonald's hiking their prices around 10 percent in 2022 and 2023, according to the company's chief financial officer Ian Borden. 

Customers have become increasingly resentful of soaring costs, with one TikTok creator going viral for explaining how Chili's is now cheaper than McDonald's. 

Advertisements from Chilli's for the new burger claim it is better than 'a tiny drive-thru burger' while showing their '3 For Me' meal next to a Big Mac

Fast food prices have been on the rise with McDonald's raising their prices around 10 percent in 2022 and 2023

Chili's is aware that fast food customers are becomingly increasingly frustrated with price hikes

Eason Trbojevic told his followers that Chili's '3 for Me' deal is now less expensive than going to McDonald's. 

'Chili's is cheaper than McDonald's, yet no one is here' Trbojevic explains in the video which has been viewed more than 2.6 million times. 

'You get your drink, your little chips, your cheeseburger, and your French fries,' he said.

He added: 'I love my neighborhood Chili's, I'll be back again.' 

As a result of inflationary price rises and customer dissatisfaction, chains have increasingly leaned into promotional offers such as Chili's 3 for Me to entice customers. 

Applebee's '2 for $25' deal offers customers two entrees and the choice of an appetizer or two side salads.

Similarly, Red Lobster's 'Shrimp Your Way' meal deal includes three shrimp dishes for $25 or two for $21.