Lizzo’s newest tune has a well-known, virtually too-catchy riff. “I would like my child again, child again, child again . . . ”
That’s proper, Chili’s beloved “Child Again Ribs” jingle is making a comeback.
The “About Rattling Time” and “Juice” singer stars in a brand new Chili’s promoting marketing campaign that debuted on YouTube and depicts Lizzo making ready to serve ribs, utilizing kitchen tongs as a makeshift microphone, and taking part in a flute that was customized to appear like a Chili’s Child Again Rib. The Grammy Award-winning singer recorded a traditional, a cappella rendition and in addition cowrote and coproduced her personal prolonged model of the jingle.
Over the previous yr, Chili’s has rolled out an improve to its Child Again Ribs throughout all eating places, promising that the full- and half-rack parts have 50% extra ribs than what was beforehand served. The ribs are completed with a brand new caramelized barbecue sauce crust.
“We’re actually happy with the enhancements we’ve made to the ribs, and so we thought, what higher time than now to refresh the jingle and put a brand new spin on it,” George Felix, chief marketing officer of Chili’s dad or mum firm Brinker Worldwide, tells Quick Firm. Lizzo, he provides, is a “large Chili’s fan and she or he’s been outspoken about it.”
Final yr, Lizzo dressed up as a Chili’s mozzarella stick for Halloween, which Felix mentioned wasn’t endorsed by the model. “Once they reached out about collaborating, I couldn’t say sure quick sufficient,” mentioned Lizzo in a press release. “I don’t assume there’s a extra memorable jingle, so when placing my very own spin on it, I actually wished to honor that historical past whereas additionally making it really feel enjoyable and really me.”
A comeback marketing campaign with some danger
Chili’s resolution to pick out Lizzo because the star of its newest “Child Again Ribs” marketing campaign comes simply forward of the debut of the singer’s fifth studio album, which is anticipated to launch on June 5. All through her close to decade-long profession as a public determine, Lizzo has been a prolific star of a number of promoting campaigns, pitching manufacturers like Absolut vodka and Dove cleaning soap. Her tune, “If You Love Me,” appeared in a Google Pixel industrial that aired in the course of the 2022 Tremendous Bowl. Lately, Lizzo fronted a brand new marketing campaign for her swim assortment Yitty, a model that was cocreated in partnership with Fabletics.
However there’s additionally a whiff of danger. Lizzo’s popularity took a dive in August 2023 when three former backup dancers sued the singer and her manufacturing firm, alleging they created a hostile work setting and that the dancers have been subjected to weight shaming. Lizzo has denied the allegations, however has additionally acknowledged that her authorized woes impeded an tried comeback in 2025.
“We’re actually centered on the inventive match and her affinity for our model,” mentioned Felix. “She has an enormous fan base and is so well-known.”
The jingle that by no means died
Child Again Ribs have been launched at Chili’s in 1986, nevertheless it took a decade earlier than the menu merchandise entered the cultural zeitgeist, when a copywriter and promoting inventive director named Man Bommarito wrote the now-famous jingle with the catchy tune. After debuting within the Nineties, the “Child Again Ribs” jingle has been revisited in quite a few Chili’s inventive advert campaigns, recorded by musical acts corresponding to Boyz II Males and ‘N Sync, and referenced in hit TV exhibits together with The Workplace and Scrubs.
“The primary time you hear it, it’s going to be actually onerous for you to not be buzzing it to your self,” mentioned Felix. “Jingles are sometimes a misplaced artwork type and sort of forgotten. I believe they’re actually highly effective.”
The meatier ribs at Chili’s are the newest contrarian menu innovation from the chain, which has taken a stance towards the current “shrinkflation” pattern—when restaurant operators cut back their parts in response to elevated labor and meals prices. Felix mentioned that rivals, particularly fast-food chains, “have damaged this promise of being the perfect worth. And so they’re not giving the buyer sufficient credit score by throwing out low value factors, however while you have a look at the meals you’re getting, it’s actually fairly unhappy.”
This yr, Chili’s has additionally tripled the amount of bacon that’s in its bacon cheeseburger. In April, the corporate debuted a brand new hen sandwich platform that it mentioned featured bigger parts than what friends have been promoting.
“We consider Chili’s over-the-top beneficiant parts are a good way to resolve the most important problem going through our prospects right this moment,” Kevin Hochman, president and CEO of Brinker, mentioned throughout an earnings presentation in April. “In a world of rising inflation, how do I get the perfect worth for my cash?” he requested rhetorically, summing up the query percolating within the minds of diners.
Why Chili’s retains profitable
Chili’s has racked up 20 consecutive quarters of development in same-store gross sales, and it credit innovation; eliminating 25% of the chain’s menu to streamline operations; the virality of the Triple Dipper on TikTok; and investments in hiring extra employees and extra coaching. Identical-store gross sales grew 7% in fiscal 2023, 7.4% in 2024, and 25% in 2025.
However in contrast with that 2025 tempo, development has slowed over the newest two quarters of fiscal 2026, to eight.6% and simply 4%, respectively.
Felix mentioned catchy campaigns, like “Child Again Ribs,” can proceed to lure diners to Chili’s. However finally, the playbook that the chain has relied on in recent times is broader than an advert spot.
“We’re going to maintain doing the identical issues we’re doing, and that’s specializing in meals, service, and ambiance,” mentioned Felix. “Advertising and marketing brings our company in and our operations workforce brings the company again.”
