Chili’s Throws Down the Gauntlet with Joey Chestnut on X

Chili’s Grill & Bar has launched a bold new marketing campaign, promoting their 3 For Lunch Combo by challenging world-renowned competitive eater Joey Chestnut to an eating contest. This promotion, shared on X (formerly Twitter), marks a fun way for the chain to show off its value-focused meal deals while leaning into popular culture.

In the video, Chestnut is tasked with taking down one of Chili’s new 3 For Lunch Combos. This deal includes bottomless chips and salsa, a lunch entrée, and a bottomless non-alcoholic beverage. If Chestnut succeeds in finishing it, he’ll win free lunches at Chili’s for a year, complete with the coveted 3 for Lunch Golden Basket Belt. However, if he fails, the challenge and prize will be opened up to Chili’s guests nationwide.

X Marks the Spot for Chili’s Campaign

Chili’s decision to debut this promotion on X bucks the current trend of advertisers pulling back from the platform after Elon Musk’s takeover. It’s a risky but calculated move to engage a broad audience on a platform that has been under scrutiny. The video of Chestnut’s challenge will be live-streamed on October 1 at 10 a.m. CST, inviting viewers to witness the spectacle and potentially get a chance to compete themselves if Chestnut falters.

Pop Culture Promotions Are Chili’s Secret Weapon

This isn’t Chili’s first time using pop culture to connect with its audience. The chain’s marketing has often referenced nostalgic moments or personalities to draw attention to their brand. Last year, they brought back Boyz II Men to revive their classic Baby Back Ribs jingle. More recently, Chili’s introduced an ’80s-inspired online game modeled after the popular arcade title BurgerTime, a fun nod to retro gaming that highlighted the value Chili’s offers compared to fast-food rivals.

The 3 For Lunch Combo promotion follows this playbook, combining a memorable face from competitive eating with a familiar marketing message: Chili’s offers better quality and value than typical fast-food options. Chili’s CMO, George Felix, previously stated, “People are frustrated with the rising cost of fast food. Fast food has broken its promise to be affordable and convenient. That’s where Chili’s can step in.”

The 3 For Lunch Combo is an extension of Chili’s successful 3 For Me menu, focusing on offering a balanced, budget-friendly meal without sacrificing quality. Available weekdays from 11 a.m. to 3 p.m. local time, diners can choose from options like burgers, chicken tenders, sandwiches, and the Triple Dipper.

By emphasizing the quality and variety of their lunch offerings, Chili’s continues to position itself as a smarter choice for diners looking to enjoy a full meal at a better price than what fast food provides.

Will You Take the Challenge?

With Joey Chestnut gearing up for the ultimate lunch showdown, Chili’s fans have plenty of reasons to tune in. Whether he wins or loses, the contest is sure to bring attention to Chili’s new lunch combos—and maybe even give fans a chance to compete themselves. Either way, it’s a win-win for diners looking for better lunch deals.