In Instagram Age, Chili’s Pays For Buns With Photo Appeal

NEW YORK — Chili's says it's spending about $750,000 a year for an egg wash that gives its burger buns a photogenic glaze. It's part of an effort by the chain to get you to take pictures of its food and post them online.

"It just makes it look great. It glistens, it shines," said Wyman Roberts, CEO of Brinker International, the parent company of Chili's.

The new buns were introduced this past fall after the chain hired a brand consulting firm to help keep its menu in step with changing attitudes about food. The firm, Continuum, came up with the idea of seeing everything through the filter of "New School" customers, who sound a lot like millennials but aren't defined strictly by age.

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