Chili's Launched New Chicken Sandwich in Three Cities
The restaurant chain is testing its Chicken Parm Big Crispy in locations that share names with famous Italian cities.
Updated on Oct. 13, 2026 in Dining Out
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Chili's has debuted a new Chicken Parm Big Crispy sandwich in Florence, Kentucky, Rome, Georgia, and Venice, Florida. The sandwich features a fried chicken breast topped with fried mozzarella and marinara sauce.
Why it matters
The company chose these specific U.S. cities for the launch because their names mimic iconic Italian destinations, despite the sandwich not being authentically Italian. Chili's is utilizing these markets to build buzz ahead of a wider rollout.
The meal is served with fries, white cheddar mac and cheese, and two dipping sauces. The first 150 guests at each participating restaurant receive commemorative plates.
The players
Chili's
This American casual dining restaurant chain was founded in 1975 and operates 1,600 locations across 29 countries and two territories.
Nicole Polizzi
She is a reality television personality who was featured in a marketing video for the new sandwich release.
The details
To market the release, Chili's filmed a tourism video featuring reality television star Nicole Polizzi and installed Italian mural photo booths in the restaurants. The sandwich is a combination of fried chicken, fried mozzarella, and marinara sauce.
Timeline
Chili's was founded in 1975.
The sandwich release was announced on October 13, 2026.
The nationwide release of the new sandwich is scheduled for October 20, 2026.
Culture Shift
The practice of limited-market product test marketing allows brands to gauge regional interest before committing to a full national rollout. Chili's adoption of this strategy follows the standard industry pattern of utilizing small-scale regional launches to build consumer anticipation.
Residents in the test cities can visit their local restaurants to try the sandwich and potentially receive one of the 150 available commemorative plates. For the rest of the country, the menu item will be accessible at participating locations beginning October 20.
The takeaway
Marketing campaigns that lean into geographic irony can effectively generate public curiosity during a product launch. Customers should check their local menus after October 20 to see if the new sandwich has been added to their nearby Chili's.
What happens next
The Chicken Parm Big Crispy sandwich will be available at Chili's locations nationwide starting October 20, 2026.
Further reading
Learn more about current menu trends in the Dining Out section.
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Would a creative marketing campaign make you more likely to try a new menu item?
