Dive Brief:
- Brinker International chain Chili's Grill & Bar launched a series of activations focused around its margaritas in an effort to continue its wave of success, according to two press releases.
- The two margarita-centric campaigns target different demographic groups. The first, “Ride the ‘Dente,’” was launched Feb. 11 and is focused 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 year 2025 second quarter, reaching $1.36 billion, according to a recent earnings call. It has invested heavily in marketing, largely choosing to focus on menu items, according to company executives.
Dive Insight:
Amid economic uncertainty and mounting inflation, Chili's has been able to carve out a place for itself among budget-conscious consumers still interested in 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 during the Daytona 500 on Sunday, Feb. 16. The campaign targeting racing fans is focused on Chili’s Presidente Margarita and includes an original country song and music video that CMO George Felix hopes could be the newest “earworm” for a chain best known for its iconic baby back ribs jingle.
The 15-minute Lifetime special focuses on Chili's margaritas offerings more broadly. The short, which will air on Feb. 19 on Lifetime, centers around 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, will be available on several streaming platforms, such as the Lifetime App and YouTube the next day.
The current advertising 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 place of both 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 as it continues to tap into cultural moments. The brand is focusing on a few key areas of relevance, such as the Triple Dippers and the margaritas, in order to drive sustained growth.
“Chili's sales are a direct result of the investments we've made into marketing to drive the guest in and operations to bring guests back,” said Mika Ware, executive vice president and chief financial officer of Brinker International during the company’s Jan. 29 earnings call.
