Chili's has given up on chasing food trends geared to win over millennial customers.
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Chili’s is giving up on trendy 'millennial' foods like kale and quinoa as sales slump (EAT)
Chili's has given up on chasing food trends geared to win over millennial customers.
The casual dining chain announced on Friday that it is cutting 40% of items from its menu.
Chili's new menu — which is launching on September 18 — is focused on classics such as burgers, fajitas, and ribs. Trendier options such as
Applebee's attempts to win over "millennials" contributed to the chain's decision to close 105 to 135 locations this year amid slumping sales, according to John Cywinski, the brand's president.
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"In my perspective, this pursuit led to decisions that created confusion among core guests, as Applebee's intentionally drifted from what I'll call its 'Middle America' roots and its abundant value position," Cywinski said in a recent call with investors. "While we certainly hope to extend our reach, we can't alienate Boomers or Gen-Xers in the process."
Casual dining chains such as Buffalo Wild Wings and Ruby Tuesdays have also faced slumping sales and store closures.
"Millennial consumers are more attracted than their elders to cooking at home, ordering delivery from restaurants, and eating quickly, in fast-casual or quick-serve restaurants," Buffalo Wild Wings CEO Sally Smith wrote in a letter to shareholders earlier this year.
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