Chili's is Cooling Down with Their New Frozen Food Line

According to an article posted on AdAge, Chili’s is working with frozen foods manufacturer Bellisio to come out with their own frozen food line for grocery stores. While their main competitors such as T.G.I Fridays and P.F. Chang’s have had their grocery line out for years, Chili’s believes theirs will stand above them. The reason is rather than putting items from their menu in the grocery store, they will be taking other popular items and “Chili’s-izing” it, bringing in the bold flavors that Chili’s is known for. The companies believe this new line will finally bring southwestern food to the frozen food aisle.

The result of this venture is a new frozen food line that includes Bacon Mac ‘N’ Cheese, Cajun-Style Chicken Alfredo, Cheesy Chicken Pasta Florentine, Chicken Fajita Rice Bowl, Island Chicken and Rice and Mango Chicken with Rice.  The line was launched at some 14,000 supermarkets on June 2 of this year.

Even though there has been a significant decrease in consumption of frozen foods, Chili’s and Bellisio believe they will still be successful in this market because it is a multi-billion dollar industry.  The marketing they plan to do will be based on social media, couponing and sampling. Research Analyst at Euromonitor, Virginia Lee thinks the sales in the beginning will be high due to curiosity, brand recognition and the unique position they are taking in the frozen food category. Are you going to try any of Chili’s frozen food products?

Interested in learning more? Read the whole story here.

http://adage.com/article/news/chili-s-enters-grocery-store-albeit-competitors/293408/