This past year has been the year of corporations trying to become 'funny and relatable' to appeal to those chronically online. Although it's been pretty embarrassing for the most part, some exchanges have been pretty funny.
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Applebee's decided to have a go at gaining some internet points by throwing 'shade' toward a fellow competitor. They posted to X, "$9.99 The Really Big Meal Deal >>>>> that other $10.99 deal."
Although the chain doesn't name another competitor, there is only one they could be referencing, Chili's. Naturally, the post was hoping for a reaction, and they got one.
Chili's quote reposted the post, saying, "@ us next time... don't forget, our 3 for $10.99 comes with bottomless drinks, UNLIMITED chips and salsa, and a Big Smasher with fries. y'all could literally never."
Quite the damning clapback from Chili's there.
Applebee's didn't quite give up, however, although their response was pretty weak. Chili's had gone further and responded to a comment on their post, saying, "You can't compete where you can't compare."
To this, Applebee's quote reposted, and said, "Fine, let's compare." They decided to use emojis to show two burgers, one of which has a tomato in, and another one that doesn't. I suppose the 'sick burn' here is that Applebee's has tomatoes in their burgers?
Nice try, but Chili's decimated them. And they definitely know so, as they haven't made a rebuttal. Their silence is deafening.
Chili's Shares That The Argument Was In Good Fun
Despite definitely winning the internet battle, Chili's shows some humility. Chief Marketing Officer George Felix said to CNN that it's "no secret that we like to have a little fun on our social channels, and we are extremely passionate about making sure our guests are truly getting the best value in casual dining."
Although Chili's never extended the online insult match, they caused quite the ruckus while they did. They replied to numerous comments on their post, further establishing their position.
The comments on every post prolonging this mock conflict are from fans choosing a side and making fun of the friendly competition.
It's not always that the "Gen Z-ification" of a company's marketing team isn't shameful. Although no one does it better than Duolingo.
