Chili’s has become the undisputed leader in Margarita sales in the United States, and customers just can’t get enough of their signature cocktails. According to Men’s Journal, Chili’s outsells every other chain when it comes to this classic tequila drink — and their marketing plays a big role in that success.
Why Chili’s Margaritas Are Number One
George Felix, Chili’s Chief Marketing Officer, explained that Margaritas are a key part of their business. He said,
“Margaritas are the No. 1 cocktail in the U.S., and tequila is the top trending spirit.” Chili’s aims to keep reinforcing their position as the go-to place for Margaritas.
They take it beyond just serving drinks — Chili’s is known for bold marketing stunts that put Margaritas front and center. For example, to celebrate National Margarita Day, they partnered with Lifetime to produce a mini-movie called “I’ll Be Home for National Margarita Day,” starring Maria Menounos and Taye Diggs. Felix calls these campaigns “culture pops,” meaning moments that insert Chili’s into broader cultural conversations.
Social Media Showdown with TGI Friday’s
Chili’s isn’t just winning with cocktails—they’re also making waves on social media. Recently, Chili’s had a playful but sharp exchange with rival chain TGI Friday’s on X (formerly Twitter).
TGI Friday’s teased Chili’s by saying,
“Y’all are not mozzarella stick people. We are. That’s it. That’s the tweet,” without even tagging Chili’s.
Chili’s fired back quickly with a sassy reply:
“@ us next time…also, we honestly didn’t know you were still open. Congrats!”
This jab referenced TGI Friday’s recent financial struggles and showed Chili’s confidence and wit in the competitive casual dining space.
With Margaritas booming nationwide and tequila continuing to grow in popularity, Chili’s is betting on continuing to innovate and keep their brand relevant.
George Felix emphasized their focus on creating more moments that resonate culturally, keeping Chili’s top of mind for fun, delicious drinks, and a good time.