KANSAS
CITY, Mo., Oct. 26, 2023 /PRNewswire/ -- Signal
Theory, a leading marketing, advertising and brand development
firm, has been selected as the creative partner to innovate the
menu suite for Chili's® Grill & Bar, a renowned American casual
dining restaurant chain and flagship brand of Brinker
International.
"We were impressed by Signal Theory's ability to fuse strategy,
world-class design and the human behavior of restaurant goers to
help us further distinguish the Chili's brand experience," said
Jesse Johnson, VP of Marketing at
Chili's. "Their expertise in restaurant merchandising and
their love for our brand will help us provide a better experience
for our guests."
As an agency grounded in behavioral science, Signal Theory
approached every aspect of the RFP assignment with
curiosity.
"Who doesn't love Southwest Egg Rolls and a marg?" said
John January, co-CEO of Signal
Theory. "Chili's is a genuine American original. The more you delve
into the brand, the more you discover the joy, comfort and meaning
it delivers. We're going to amplify that."
January further explained that diners show up to the table with
biases and defaults. Utilizing the understanding of the diner's
decision-making process enabled Signal Theory to demonstrate how to
create the most authentic Chili's experience.
After a competitive pitch process run by Pile & Company,
Signal Theory was chosen for its proven track record in delivering
effective branding solutions that resonate with consumers. Signal
Theory focused on demonstrating its expertise in menu strategy and
choice architecture to differentiate the firm.
Signal Theory will be responsible for redesigning Chili's
various menus, including table menus, feature cards, bar menus,
multimarket tests and food photography.
About Signal Theory
Signal Theory is a branding and design firm that creates joy,
comfort and meaning through human insights for brands in the food
value chain and pet sectors. With Midwestern roots, the firm has
clients across the globe including SONIC®, America's
Drive-In; Chili's® Grill & Bar; John Deere;
BOSE; Certified Angus Beef; Elanco; and International®
Truck. An Ad Age Agency of the Year, the firm can be found on
Facebook, LinkedIn and Instagram.
About Chili's® Grill & Bar
Hi, welcome to Chili's! We are a leader in the casual dining
industry and the flagship brand of Dallas-based Brinker International, Inc.
(NYSE: EAT). We are known for our big mouth burgers, Chicken
Crispers, full-on sizzling fajitas and hand-shaken margaritas. We
take our food seriously – but not ourselves – because dining out
should feel like a celebration even if there is nothing to
celebrate. Our passion is making everyone feel special, and every
day, our ChiliHeads make it their job to spread #ChilisLove across
our more than 1,600 restaurants in 29 countries and two
territories. And Chili's cares. We host local Give Back Events to
support kids, education and hunger and have raised more than
$100 million benefiting St. Jude
Children's Research Hospital through generous Guest donations. Find
more information about us at chilis.com, follow us
on Twitter or Instagram, like us on Facebook or join us
on TikTok.
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SOURCE Signal Theory Inc.