Lizzo’s latest song has a familiar, almost too-catchy riff. “I want my baby back, baby back, baby back . . . ”
That’s right, Chili’s beloved “Baby Back Ribs” jingle is making a comeback.
The “About Damn Time” and “Juice” singer stars in a new Chili’s advertising campaign that debuted on YouTube and depicts Lizzo preparing to serve ribs, using kitchen tongs as a makeshift microphone, and playing a flute that was custom designed to look like a Chili’s Baby Back Rib. The Grammy Award-winning singer recorded a classic, a cappella rendition and also cowrote and coproduced her own extended version of the jingle.
Over the past year, Chili’s has rolled out an upgrade to its Baby Back Ribs across all restaurants, promising that the full- and half-rack portions have 50% more ribs than what was previously served. The ribs are finished with a new caramelized barbecue sauce crust.
“We’re really proud of the improvements we’ve made to the ribs, and so we thought, what better time than now to refresh the jingle and put a new spin on it,” George Felix, chief marketing officer of Chili’s parent company Brinker International, tells Fast Company. Lizzo, he adds, is a “huge Chili’s fan and she’s been outspoken about it.”
Last year, Lizzo dressed up as a Chili’s mozzarella stick for Halloween, which Felix said wasn’t endorsed by the brand. “When they reached out about collaborating, I couldn’t say yes fast enough,” said Lizzo in a statement. “I don’t think there’s a more memorable jingle, so when putting my own spin on it, I really wanted to honor that history while also making it feel fun and very me.”
A comeback campaign with some risk
Chili’s decision to select Lizzo as the star of its latest “Baby Back Ribs” campaign comes just ahead of the debut of the singer’s fifth studio album, which is expected to release on June 5. Throughout her near decade-long career as a public figure, Lizzo has been a prolific star of several advertising campaigns, pitching brands like Absolut vodka and Dove soap. Her song, “If You Love Me,” appeared in a Google Pixel commercial that aired during the 2022 Super Bowl. Recently, Lizzo fronted a new campaign for her swim collection Yitty, a brand that was cocreated in partnership with Fabletics.
But there is also a whiff of risk. Lizzo’s reputation took a dive in August 2023 when three former backup dancers sued the singer and her production company, alleging they created a hostile work environment and that the dancers were subjected to weight shaming. Lizzo has denied the allegations, but has also acknowledged that her legal woes impeded an attempted comeback in 2025.
“We’re really focused on the creative fit and her affinity for our brand,” said Felix. “She has a huge fan base and is so well known.”
The jingle that never died
Baby Back Ribs were introduced at Chili’s in 1986, but it took a decade before the menu item entered the cultural zeitgeist, when a copywriter and advertising creative director named Guy Bommarito wrote the now-famous jingle with the catchy tune. After debuting in the 1990s, the “Baby Back Ribs” jingle has been revisited in numerous Chili’s creative ad campaigns, recorded by musical acts such as Boyz II Men and ‘N Sync, and referenced in hit TV shows including The Office and Scrubs.
“The first time you hear it, it’s going to be really hard for you not to be humming it to yourself,” said Felix. “Jingles are often a lost art form and kind of forgotten. I think they’re really powerful.”
The meatier ribs at Chili’s are the latest contrarian menu innovation from the chain, which has taken a stance against the recent “shrinkflation” trend—when restaurant operators reduce their portions in response to increased labor and food costs. Felix said that rivals, in particular fast-food chains, “have broken this promise of being the best value. And they’re not giving the consumer enough credit by throwing out low price points, but when you look at the food you are getting, it’s really pretty sad.”
This year, Chili’s has also tripled the amount of bacon that’s in its bacon cheeseburger. In April, the company debuted a new chicken sandwich platform that it said featured larger portions than what peers have been selling.
“We believe Chili’s over-the-top generous portions are a great way to resolve the biggest challenge facing our customers today,” Kevin Hochman, president and CEO of Brinker, said during an earnings presentation in April. “In a world of rising inflation, how do I get the best value for my money?” he asked rhetorically, summing up the question percolating in the minds of diners.
Why Chili’s keeps winning
Chili’s has racked up 20 consecutive quarters of growth in same-store sales, and it credits innovation; eliminating 25% of the chain’s menu to streamline operations; the virality of the Triple Dipper on TikTok; and investments in hiring more staff and additional training. Same-store sales grew 7% in fiscal 2023, 7.4% in 2024, and 25% in 2025.
But compared with that 2025 pace, growth has slowed over the most recent two quarters of fiscal 2026, to 8.6% and just 4%, respectively.
Felix said catchy campaigns, like “Baby Back Ribs,” can continue to lure diners to Chili’s. But ultimately, the playbook that the chain has relied on in recent years is broader than an ad spot.
“We’re going to keep doing the same things we’re doing, and that’s focusing on food, service, and atmosphere,” said Felix. “Marketing brings our guests in and our operations team brings the guests back.”