Signal Theory Chosen as AOR for Chili’s Menu Design
Signal Theory and Chili's logos

The Signal Theory team will utilize the power of behavioral science to inform creative strategies and build a better guest experience.

Signal Theory has been selected as the creative partner to innovate the menu suite for Chili’s® Grill & Bar, a renowned American casual dining restaurant chain and flagship brand of Brinker International

Chili's Logo“We were impressed by Signal Theory’s ability to fuse strategy, world-class design and the human behavior of restaurant goers to help us further distinguish the Chili’s brand experience,” said Jesse Johnson, VP of Marketing at Chili’s. “Their expertise in restaurant merchandising and their love for our brand will help us provide a better experience for our guests.” 

As an agency grounded in behavioral science, Signal Theory approached every aspect of the RFP assignment with curiosity. 

“Who doesn’t love Southwest Egg Rolls and a marg?” said John January, co-CEO of Signal Theory. “Chili’s is a genuine American original. The more you delve into the brand, the more you discover the joy, comfort and meaning it delivers. We’re going to amplify that.” 

January further explained that diners show up to the table with biases and defaults. Utilizing the understanding of the diner’s decision-making process enabled Signal Theory to demonstrate how to create the most authentic Chili’s experience. 

After a competitive pitch process run by Pile & Company, Signal Theory was chosen for its proven track record in delivering effective branding solutions that resonate with consumers. Signal Theory focused on demonstrating its expertise in restaurant menu design strategy and choice architecture to differentiate the firm.  

Signal Theory will be responsible for redesigning Chili’s various menus, including table menus, feature cards, bar menus, multimarket tests and food photography.

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