Chili's is hoping to regain a foothold in the burger wars with a new lineup of craft burgers.
New burgers like the "Sunrise Burger" — a beef patty topped with pepperjack cheese, bacon, lettuce, onion, tomato, special sauce and an egg — and the "Ultimate Bacon Burger" — double the bacon with cheddar, spicy buffalo sauce, pickles, jalapeno aioli, onion, tomato and honey chipotle sauce — are a last ditch effort to boost sales.
"Our goal for the new campaign was to figure out how do we take a brand that everyone thinks they know everything about and make people sit up and listen," Krista Gibson, chief marketing officer for Chili's, told TheStreet. "The answer is to tell them something unique that they don't know, and, for us that's our heritage story."
Shares in the company are down more than 16 percent year over year, and the majority of Wall Street analysts have a "hold" rating for the stock.