I have 3 bogus guesses
1) ElbertoHokie could have used steak vs ground beef ground beef. Ground beef will make a good chili faster but steak will make a better chili in time (when I say steak here, I mean a lesser cut of beef). That's mostly a matter of how much the flavor blends into the meat. Also, a crappy cut of beef will need time to become tender.
2) If he's cooking it in the crock-pot, he may not have browned the meat first. That's where a ton of the flavor comes from (Maillard Reaction). Those flavors can develop over time, but will take longer. McCormick's directions almost certainly have you do that.
3) You have lower standards than Elberto.
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In response to this post by BG Hokie)
Posted: 10/14/2019 at 1:46PM