Chili’s Grill & Bar is diving deep into nostalgia with an online video game inspired by the ’80s arcade title BurgerTime, according to a press release. The rollback concept looks at fast food restaurants that have raised prices.
In Chili’s Big Smasher BurgerTime, which has its own website, players step into the shoes of Joe ChiliHead as the pepper-shaped character attempts to assemble the components of Chili’s Big Smasher Burgers while fending off fictional competitor mascots too expensive.
Consumers with a My Chili’s Rewards account can race for the highest score through July 14 for a chance to win free Chili’s burgers for life and an in-game arcade machine. Chili’s continues to step up its value-driven marketing as consumers shy away from fast food due to price sensitivity.
Dive overview:
Chili’s is promoting its Big Smasher Burger and 3 For Me value menu with a retro video game pitting players against an “evil fast food union.” While Chili’s Big Smasher BurgerTime doesn’t name any actual competitors, it taps into a growing frustration that fast food brands — once an easy dining option on a budget — have become too expensive.
Nearly two-thirds (65%) of U.S. consumers have experienced shock with fast food orders in the past six months, while 78% perceive fast food as a luxury, according to a LendingTree survey of 2,000 adults published in May. Sixty-two percent of diners are eating fast food less often due to rising prices.
Some chains, including McDonald’s, are trying to address the pricing pressure with new value-packed menu offerings, but casual dining companies like Chili’s and Applebee’s still see an opportunity to attract new business and bolster their loyalty programs. To play Chili’s Big Smasher BurgerTime, you must submit a phone number and password to sign up for My Chili’s Rewards. Agencies Jon Marshall @ Daughters and Media.Monks led the marketing effort.
“We turned up the heat on fast food when we launched the Big Smasher Burger as part of our 3 for Me meal,” George Felix, Chili’s chief marketing officer, said in a statement. “We’re raising the stakes even further with our new Chili’s Big Smasher BurgerTime game, giving customers a virtual outlet to express their very real frustrations with fast food.”
Chili’s Big Smasher BurgerTime is a remake of BurgerTime, a video game originally released in 1982 under the title Hamburger in Japan. The Chilean version of the cult classic developed by Data East pays homage to the pixelated aesthetic of the original while improving the audiovisual elements. It also speeds up the pace of the game and introduces brand-specific elements, including collectibles themed around the Chili’s 3 for Me offer that includes a drink, an appetizer, and an entrée. In addition to offering a grand prize of free hamburgers for life and a physical version of the game, Chili’s is giving the first 250 players to collect all 3 For Me bonus items a gift card for a meal.
