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"We've been developing numerous programs to build our brand awareness," Wienerschnitzel marketing honcho Tom Amberger said. "We're confident that introducing chili to consumers at grocery stores will enhance our brand identity and ultimately drive sales, both at the retail and store level."
That's the big question. Wienerschnitzel says that more than 40 percent of its menu is chili-related, including chili dogs, chili cheeseburgers, and chili cheese fries. It remains to be seen whether the move to offer retail chili will cannibalize in-store sales.