Chili's Swings at McDonald's with Massive $10.99 Chicken Sandwich Bundles

Chili's unveiled its Big Crispy chicken sandwich lineup on April 14, 2026, escalating its campaign against fast-food giants like McDonald's amid consumer backlash over shrinkflation.[1][2][3] The core Original Big Crispy and Spicy Big Crispy join the $10.99 '3 For Me' menu nationwide, bundling an entree with fries, bottomless chips and salsa, and unlimited fountain drinks.[1][3][4] Chief Marketing Officer George Felix declared it a 'shakeup to the chicken sandwich category that is long overdue,' citing a Dallas-Fort Worth study showing the Big Crispy filet 82% larger than McDonald's McCrispy.[1][3] The full menu expands to six varieties, all featuring thick, hand-battered chicken breasts designed to evoke the Popeyes sandwich that ignited the crispy chicken craze, as noted by CEO Kevin Hochman in January earnings remarks.[1] Options include the spicy mayo-topped Spicy Big Crispy—a test-market bestseller—the Honey-Chipotle, Nashville Hot, Buffalo, and Deluxe versions loaded with bacon, Swiss cheese, lettuce, and tomato.[1][3] Sauced variants pair with white cheddar mac & cheese and fries, while all come with house-made ranch for dipping.[3] Chili's '3 For Me' value platform has fueled recent growth, following successes with Big Smasher and Big QP burgers that exposed fast-food portion cuts.[2][3] The chain positions its offerings as superior in size and abundance, directly targeting McDonald's McCrispy in marketing materials that boast 'WAY bigger' filets.[1][2] This move comes as casual dining chains battle quick-service rivals for budget-conscious customers squeezed by inflation. To drive the message home, Chili's opened a 'Big Crispy Food Court' pop-up on April 16 at 37 Union Square West in Manhattan—directly beside a McDonald's—from 11 a.m. to 5 p.m., inviting diners to sample and judge the sandwiches live.[1] The activation, styled as a courtroom showdown, lets guests 'hear (and taste) the evidence' for Chili's value edge.[1][3] Availability spans all Chili's locations, amplifying the chain's push into the $10.99 segment long dominated by drive-thrus.[4]