Chili's spends $750k/year on egg wash so burger buns will look better on Instagram

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LATIN, MATRIPEDICABUS, DO YOU SPEAK IT
http://abcnews.go.com/Business/wireStory/instagram-age-chilis-pays-buns-photo-appeal-31054101

Chili's says it's spending about $750,000 a year for an egg wash that gives its burger buns a photogenic glaze. It's part of an effort by the chain to get you to take pictures of its food and post them online.

"It just makes it look great. It glistens, it shines," said Wyman Roberts, CEO of Brinker International, the parent company of Chili's.

The new buns were introduced this past fall after the chain hired a brand consulting firm to help keep its menu in step with changing attitudes about food. The firm, Continuum, came up with the idea of seeing everything through the filter of "New School" customers, who sound a lot like millennials but aren't defined strictly by age.

In addition to using burger buns with an egg wash, Roberts said the chain also recently started serving its fries in a stainless steel holder that "looks cool." And ribs are no longer served in big slabs reminiscent of The Flintstones cartoons, but are cut into sections and stacked.

In evaluating whether a dish will appeal to New School customers, Chili's now considers whether it's "shareable."

"That doesn't mean just big portions. That means stuff they could take a picture of, because they all like to share," Roberts said.

The tendency of snapping photos of food and posting them on social media sites like Instagram is capturing the attention of other food industry executives too. At its annual analyst and investor conference in December, Yum Brands CEO Greg Creed said the compulsion to "art direct" food before eating it is part of a "revolution" in the industry.

Creed cited the photo-taking habit as an example that food has gone from mere fuel, to an experience people want to share.

"They are not going to do things if they don't believe it's shareable," Creed said in describing millennials.

At Chili's, that consideration is now a part of the menu development process. It's why the chain decided a bun with an egg wash glaze was worth the extra money. That's even though the difference is cosmetic and doesn't affect the taste, Roberts said.
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Slayven said:
This fucking generation
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Lots of recent restaurant/food industry press releases are basically:

6KDgMjH.gif


Millennials Millennials Millennials Millennials
 
Eh, if it works, it works. Their decision. I'm sure they've seen some sort of benefit or they wouldn't have done it.

Honestly that's one of my top chain restaurants to eat at now simply because they've vastly improved their menu in the past couple years. Their food actually tastes fresh. Only complaint I would have is that they WAY oversalt their fries.
 
What a waste. Nobody takes pictures of food at Chili's because it is not a place worth bragging about going to.

"Such a long week at work ! :exhausted: Heading over to Chili's for some drinks and DELICIOUS burgers :D :D :D!!!" - Said nobody. Ever.
 
Yeah, that seems about right. I've used tons of egg wash in different establishments. This was 15 years ago. You do it because it makes it looks better and even before it was a social media thing you always want the food to look good. People will pay more, tip more, tell people more.

Strange to hear the actual number it costs them.
 
BPoole said:
What a waste. Nobody takes pictures of food at Chili's because it is not a place worth bragging about going to.

"Such a long week at work ! :exhausted: Heading over to Chili's for some drinks and DELICIOUS burgers :D :D :D!!!" - Said nobody. Ever.
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That's not very much money for a company that large. Are we supposed to be shocked by the number? That's probably less than a standard ad buy, right?
 
I skipped school on 9-11 with a group of people and we went to Chili's. No one ordered a burger. I think the only thing worth getting there are appetizers. Applebee's is about the same way. I don't hear of a single person going there for ribs. I've probably been happier making meals at home. Those types of restaurants don't appeal to me as much as they did when I lived out West. The suburbs and richer areas definitely have more people going to places like Chili's and Applebee's.

That burger porn she has posted on Instagram is like $10 and it looks like it came in a happy meal at McDonalds.
 
Northeastmonk said:
I skipped school on 9-11 with a group of people and we went to Chili's. No one ordered a burger. I think the only thing worth getting there are appetizers. Applebee's is about the same way. I don't hear of a single person going there for ribs. I've probably been happier making meals at home. Those types of restaurants don't appeal to me as much as they did when I lived out West. The suburbs and richer areas definitely have more people going to places like Chili's and Applebee's.

That burger porn she has posted on Instagram is like $10 and it looks like it came in a happy meal at McDonalds.
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yeah , I can tell the difference from a good restaurant and a Chili's too. And I also prefer Coke with real sugar, not that HFCS junk. I'm pretty picky.
 
What's the problem?

If your products are going to be circulating on social media, you're going to want them to look as good as possible.

.75 million isn't a lot of money for a nationwide chain.
 
shadowsdarknes said:
What's the problem?

If your products are going to be circulating on social media, you're going to want them to look as good as possible.

.75 million isn't a lot of money for a nationwide chain.
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came in to say this. 750,000 is literally a drop in the bucket considering how many stores they have, and burger buns they buy.
 
$750k a year is a small cost to such a huge chain. To put it in perspective I bet it would probably cost them more to put an extra pickle slice on every burger.

You're dealing with huge quantities of sales so of course the overall cost will seem large.

If they can spend a few cents per burger to increase the chance of customers willingly marketing for the chain, it's easily worth it.
 
I don't really have a problem with the issue in question, but it does seem like Chili's is making lots of weird changes. I went there last weekend for the first time in a year or so and they've changed alot. The new menu is shit, and it was pretty clear that they're trying to be more of an upscale restaurant. I got fajitas and the chicken and onions were almost uncooked, and I only got 2 tortillas for the whole meal + they wanted to charge me when I asked for more than that. Rice & beans were also extra. I used to enjoy eating there back in the day but the changes they've made aren't good.
 
MrGerbils said:
$750k a year is a small cost to such a huge chain. To put it in perspective I bet it would probably cost them more to put an extra pickle slice on every burger.

You're dealing with huge quantities of sales so of course the overall cost will seem large.

If they can spend a few cents per burger to increase the chance of customers willingly marketing for the chain, it's easily worth it.
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Yup. Sounds like smart business responding to their market.
 
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