Industry News | March 8, 2012

Gold Star Refocuses Efforts On Veggie Chili for Lent

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With the Lenten season upon us, Gold Star Chili, the Flavor of Cincinnati, wants to remind chili lovers that there are two ways to enjoy a Cincinnati-style 3-Way; the regular way (spaghetti topped with chili and shredded cheddar cheese) and the veggie way. Gold Star’s veggie chili variation of the famous Cincinnati-style 3-Way, plus a full line of veggie chili menu options, including a bowl of veggie chili, veggie chili burrito, veggie chili burrito bowl, and a veggie chili salad, have become increasingly popular year-round items.

“More and more consumers are demanding flavorful, but meatless menu options,” says Gold Star vice president of marketing, Charlie Howard. “A bowl of Gold Star veggie chili is only 190 calories, loaded with vegetables, full of fiber and protein and features a spicy, uniquely Gold Star flavor similar to our regular chili. As such, our veggie chili has become the foundation of a whole new line of vegetarian variations of classic Cincinnati-style menu options.”

With a major promotional focus on vegetarian chili menu items, Gold Star hopes to expand its customer base to include those who observe a strict vegetarian diet (Gold Star veggie chili is vegetarian and vegan), those seeking healthier lifestyle choices, regular Cincinnati-style chili lovers who crave the flavor and can now enjoy an additional “guilt-free” chili occasion each week, and in the short-term, people who observe Lent.

“With our emphasis on increasing awareness of our veggie chili, we’re following the lead of many school districts and encouraging the observance of Meatless Mondays,” Howard says. “With the caveat of observing it with a veggie chili dish at Gold Star Chili, of course.”

Gold Star Chili’s veggie chili 3-Ways and other veggie menu items will be promoted with a six-week advertising campaign utilizing television, radio, billboards, digital and social media elements, throughout the Lenten season.