Chili’s is refocusing on its core products and therefore cutting down 40% of its menu.

That’s a painful goodbye given that some of their food was delicious attached to a lot of fun memories.

Instead of quietly bidding goodbye, Chilis created a humorous social campaign to bid adios to some of its favourite dishes – Chicken Enchiladas (Bacon critic), Southwest Chicken Soup (Professional Snuggler) and Buffalo Cauliflower (Broccoli Impersonator).

I enjoyed the dramatic and social turn a restaurant took to build some brand love through their dark, red times.