Chili Chill

Where Mediterranean spice meets Mexican soul.

The Brief

We specialize in Mexican cuisine with a twist — bringing the world-famous Cincinnati-style chili to the Middle East for the very first time.

Unlike traditional chili, our signature recipe is a Mediterranean-spiced meat sauce, slow-cooked with premium beef and a blend of aromatic spices. Served over spaghetti or hot dogs, it creates unforgettable dishes like cheese coneys and chili spaghetti.

Our Mission

Brand Positioning

Market Position:
A fast-casual restaurant that blends international flair with authentic chili flavor, offering a refreshing alternative in the competitive Jordanian and regional food scene.

Target Audience:

Young professionals & students seeking bold, quick, affordable dining.
Food adventurers excited about international flavors.
Families looking for fun, modern dining experiences.

Differentiator:
The only brand introducing Cincinnati chili to the Middle East, positioned with a global identity like Taco Bell, Shake Shack, or Chipotle.

Tone of Voice

Energetic & Playful

Fun wordplay and casual, inviting language

Inclusive & Global

Accessible to diverse customers.

Confident

We own chili, we lead with flavor.

Chili your way, anytime

Spaghetti never tasted this bold.

Logo & Icon

The Chili Chill logo is designed to be bold, iconic, and instantly recognizable.

The simple, modern design ensures the logo is memorable and adaptable — whether on a storefront, food packaging, digital app, or franchise materials.

In essence, the Chili Chill logo combines flavor, fun, and international appeal, designed to stand alongside global fast-casual giants as an instantly iconic mark.

The bold, stacked typeface conveys strength, modernity, and confidence. Its clean lines and solid presence ensure legibility across signage, packaging, and digital platforms.