Chili's to run tacos through the shrink ray

The menu miniaturization craze will get a mainstream boost when the Chili’s casual-dining chain adds a line of tiny tacos in, well, a short time.

Executives say the array will include pulled pork, pecan-smoked chicken, spicy beef and shrimp versions. But they were mum about the price and how the minis will be packaged into a selection (all of one, a sampler, pick two, etc.).

The addition is part of the menu and prep re-do that Chili’s announced a few weeks ago. That effort that is already revamping the way two signature items, baby back ribs and burgers, are cooked. The former will now be smoked longer, over pecan wood, while the latter will be hand-formed from fresh ground chuck rather than pre-portioned into patties.

Changes have also been made in Chili’s kitchens to ensure that French fry orders are always fresh and hot, according to executives of the chain’s parent company, Brinker International. But, in a conference call with financial analysts yesterday, they didn’t divulge how the preparation was upgraded.

The mini tacos are being added to the menu despite an overall trim in Chili’s bill of fare. The Brinker officials declined to say how big of a cut the menu will get. They characterized the likely deletions as item that fail to differentiate Chili’s from its competitors.

The execs would also not divulge how much the menu and prep overhauls would cost. But they noted that at least some of the profits from the recent improvement in Chili’s margins would be used to pay for kitchen tweaks and additional training.

“Wee are talking about small costs there,” Brinker CFO Chuck Sonetsby told participants in the conference call. “We are not talking about anything that is that expensive. We have had some things that cost $175 apiece.”

All told, he said, the investment should trim earnings by a penny or two per share.

The addition of mini tacos would be the latest in an ongoing shift by the industry to more Lilliputian fare. Uno Chicago Grill, for instance, debuted a pulled pork slider just last week.

It's now possible to have a complete meal out of Munchkin Land. You can get in your Mini Cooper, dash a short distance to the smaller restaurants chains are now building, have a slider for your meal, wash it down with sampler-sized cocktails or beers, and follow it with the shot-glass desserts that are now ubiquitous. It's the check that may not be so tiny.

My thanks to Seeking Alpha for making available a transcript of Brinker's quarterly conference call.

McD's poke at BK Down Under

Those kooks in McDonald's Australian operations are poking a little fun at Burger King today. The fast-food giant's Down Under arm sent the media vials of what was labeled Baked Fresh Daily Essential Oil. McD's explained that the scent would replicate the aroma of Aussie stores' new baked goods line.

The ploy is reminiscent of BK's launch last holiday season of Flame, a body spray that supposedly captures the allure and sensuality of the Whopper. The scent was sold via a cosmetic-store chain in New York City and the chain's website.

But there's one big difference in McDonald's effort: It's all a joke. After all, Aussie McD's website notes, it is April Fool's Day.

Likely more interesting to competitors back in the United States are the new baked goods, offered through Australia's version of the McCafe concept. (Over there, the concept is a free-standing, scaled-back concept, not a section of a McDonald's store, as it is in the States.) The line includes Mini Muffins and Spinach & Feta Strudel.