• by Teresa Buyikian , April 15, 2025

Consumers have been sounding the alarm that fast food is too damn expensive, and now they may get a little unexpected help from a fast-casual brand.

Chili’s is taking the matter into its own hands with its latest burger launch and supporting tongue-in-cheek ad campaign and pop-up.

The brand has introduced the “Big QP” burger, which features “familiar fast food flavors” with two slices of American cheese, mustard, ketchup, pickles, diced onions and “85% more beef than McDonald’s Quarter Pounder with Cheese.”

Starting today, the new Big QP is part of the Chili’s $10.99 meal deal, which, also unlike McDonald’s, comes with fries, bottomless chips and salsa and a bottomless fountain drink. But despite the advantages of this deal, the brand understands that sometimes “there is truly no other choice but fast food.” Thus: “Fast Food Financing."

The:30 spot, reminiscent of used car financing ads on late-night public access TV, features a pitchman asking, “Is fast food just for trillionaires?” among many other ridiculous claims of high prices. He introduces “Fast Food Financing” as the camera reveals a storefront in New York City’s Union Square that appears more like a check cashing establishment than QSR. The spot ends with the call to action, “Come out to finance your so-called value meal today!” The campaign, created by JM&D, breaks today on national TV, online video, and the brand’s social media platforms.

The creative extends to the experiential with an actual pop-up “financing location” in Union Square. Open Apr. 16-17, “Fast Food Financing” is described by the brand as an immersive pop-up where guests will go through a mock “financing” experience and, if “approved,” receive a gift card to “offset” fast food prices. After approval, customers will then have access to a speakeasy to taste the new Big QP burger.

Chili’s will also promote the new Big QP burger and Fast Food Financing with giveaways via its social media platforms and on fastfoodfinancing.com.