- Brinker International chain Chili’s Grill & Bar launched a series of activations focused around its margaritas in an effort to proceed its wave of success, according to two press releases.
- The two margarita-centric campaigns goal different demographic groups. The first, “Ride the ‘Dente,’” was launched Feb. 11 and is targeted on the NASCAR season. The second, “I’ll be Home for National Margarita Day,” was done in partnership with Lifetime and is looking to attract rom-com fans.
- Chili’s has seen significant growth in recent months, with revenue growing 26.45% year-over-year during its fiscal 12 months 2025 second quarter, reaching $1.36 billion, according to a recent earnings call. It has invested heavily in marketing, largely selecting to give attention to menu items, according to company executives.
Amid economic uncertainty and mounting inflation, Chili’s has been able to carve out a spot for itself amongst budget-conscious consumers still eager about eating out. The brand’s marketing has largely focused on value, most notably through its Triple Dipper menu. The collaborations with NASCAR and Lifetime look to broaden the appeal of the brand while also maintaining its value-oriented image.
The chain will advertise on Fox throughout the Daytona 500 on Sunday, Feb. 16. The campaign targeting racing fans is targeted on Chili’s Presidente Margarita and includes an original country song and music video that CMO George Felix hopes might be the latest “earworm” for a series best known for its iconic baby back ribs jingle.
Courtesy of Chili’s Grill & Bar
The 15-minute Lifetime special focuses on Chili’s margaritas offerings more broadly. The short, which is able to air on Feb. 19 on Lifetime, centers across the National Margarita Day celebrations of a small town, with Chili’s playing a central role. The effort, which stars Maria Menounos and Taye Diggs, shall be available on several streaming platforms, similar to the Lifetime App and YouTube the following day.
The current promoting blitz looks to make the restaurant appeal to as many consumers as possible. While the brand continues to lean into its identity as a sports bar through the NASCAR activation, it primarily wants to be seen as a spot of each togetherness and value. The restaurant chain also plans on redesigning 200 stores in an effort to stay current.
Activating around key days and events further helps to keep the chain relevant, especially because it continues to tap into cultural moments. The brand is specializing in a number of key areas of relevance, similar to the Triple Dippers and the margaritas, so as to drive sustained growth.
“Chili’s sales are a direct results of the investments we have made into marketing to drive the guest in and operations to bring guests back,” said Mika Ware, executive vice chairman and chief financial officer of Brinker International throughout the company’s Jan. 29 earnings call.
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