Latest news with #Chilis
New York Times
2 days ago
- Entertainment
- New York Times
Why Is a Mid-Tier Restaurant Chain Selling Cowboy Boots?
Think of Chili's Grill & Bar, the mid-tier Tex-Mex restaurant chain founded in 1975, and the name alone might dredge up memories of awkward high school dates, post-soccer-tournament family dinners or your first legal margarita. Now, the company wants you to associate it with something else entirely: being cool. Chili's has teamed up with Tecovas, a western wear label based in Austin, Texas, on a limited-edition line of cowboy boots made using the same burgundy vinyl found on the restaurant's booths. The collaboration is a bid to reach a new, more style-conscious consumer — the kind who might line up for a buzzy new downtown spot but wouldn't necessarily consider Chili's for dinner. George Felix, the brand's chief marketing officer, said the initiative was targeted at 'a younger audience that is really in tune and in touch with the latest in fashion.' By associating itself with a 'high end' brand like Tecovas, he added, Chili's could be seen in a new light. The $345 cowboy boots feature chili pepper contrast stitching, a snip toe and an inlay of a chili pepper — the restaurant's logo. The collection, which goes on sale on Tuesday, also includes a $75 red belt with a brass buckle, inspired by old Chili's uniforms. It's one of several recent examples in which restaurant chains turn to the worlds of fashion and beauty to generate hype. In 2021, the cosmetics brand E.L.F. debuted a line of makeup inspired by Chipotle's assembly line of ingredients (think guacamole green eye shadow and a lip-plumping red gloss inspired by a spicy salsa). In 2023, Panera Bread released the BAGuette, a slim, 12-inch handbag in the chain's signature green. This year, it followed up with the Croissant Clutch, inspired by its croissant toast sandwiches. Want all of The Times? Subscribe.
Yahoo
2 days ago
- Entertainment
- Yahoo
New boots inspired by the vinyl on Chili's booths start at $345
Chili's fans may soon be new boot goofin'. The Tex-Mex and American restaurant chain has partnered with Tecovas, a Texas-based cowboy boot and Western-style retailer, to release Booth Boots. The deep red cowboy boots, marketed as being made from the same material as Chili's restaurant booths, are available only on the Tecovas website, starting July 29. "The limited-edition Chili's x Tecovas collection pays tribute to two American originals, pairing the design and craft of Tecovas with Chili's iconic red booth, where so many good stories begin," Sam Fodrowski, Tecovas' vice president of brand and product marketing, said in a news release. "It's unexpected, fun and crafted with the same care and attention to detail we bring to everything we do." The Booth Boots are available in men's and women's. The women's boot is based on Tecovas' best-selling Annie design. The 14-inch-tall boot features a forward snip toe and 2-inch heel. The men's boot is based on Tecovas' Garrett design. The 12-inch-tall boot features a snip toe, 1.2-inch leather heel and pull tab. Both boots are adorned with chili pepper stitching. In addition to the two boots, Tecovas and Chili's are offering a Booth Belt, a handcrafted belt embellished with a chili pepper and brass buckle. Interested in getting your hands on a pair of the Booth Boots? Here's what we know. No April Fools': Chili's is opening a 'Scranton Branch' that celebrates 'The Office' When are the Booth Boots available for purchase? The Booth Boots will only be available on the Tecovas website, while supplies last, starting at 10 a.m. CT on July 29. How much are the Booth Boots? Both the men's and women's Booth Boots are $345. The Booth Belt is $75. Are Booth Boots really made of Chili's booths? No, the Booth Boots are not made from old Chili's booths. The boots are though made from red vinyl, the same material used to craft Chili's booths, Jesse Johnson, Chili's vice president of marketing, told USA TODAY. Select Tecovas offer special Booth Boot events Several Tecovas locations are celebrating the Booth Boot with free Chili's margaritas, exclusive Chili's pepper branding irons and other giveaways. Here's a look at the schedule: Shops Around Lenox in Atlanta, Georgia, on Aug. 2 from noon to 6 p.m. ET International Plaza and Bay Street in Tampa, Florida, on Aug. 2 from noon to 6 p.m. ET South Congress in Austin, Texas, on Aug. 2 from noon to 6 p.m. CT NorthPark Center in Dallas, Texas, on Aug. 2 from noon to 6 p.m. CT What are people saying about the boots? TikTok creator Fernanda Castro described the Chili's and Tecovas collaboration as a "Texas version of a royal wedding," as both brands are based in Texas. Notably, the Chili's at 4420 N. Lamar Boulevard in Austin, Texas – which is where Tecovas is based – has garnered widespread attention online for its plethora of positive online reviews. Ahead of the widespread release, several content creators were sent their own pairs of Booth Boots, which have been circulating on social media for a few days. "This reminds me of the time where I'm about to put on my Chili's Booth Boots and go to the booth at Chili's and sit in with my Booth Boots in the booth," content creator Robert Rausch said in a TikTok video. Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at gcross@ This article originally appeared on USA TODAY: New Tecovas boots inspired by red vinyl on Chili's booths
Entrepreneur
22-07-2025
- Entertainment
- Entrepreneur
Chili's Is Selling Boots, Belts Made From Its Red Booths
Chili's new collab wants you to wear the furniture. Chili's Grill & Bar is partnering with Texas-footwear brand Tecovas to launch a limited-edition collection of "Booth Boots," which is exactly what it sounds like — cowboy boots made with the same material as its classic red booths. In a statement, Chili's said that this "first-of-its-kind collaboration" turns its "iconic" red booths, which have been around for 50 years, into "handcrafted boots made with time-honored techniques and heritage craftsmanship." The company is also selling a matching Booth Belt. Related: 'Gen Z Is Obsessed': Chili's Sales Are Skyrocketing Thanks to the Triple Dipper and Turbo Chefs "We thought it would be fun to celebrate this familiar piece of the Chili's experience by turning it into something truly unexpected for our fans," said Jesse Johnson, Chili's vice president of marketing, in the statement. "Our new friends at Tecovas have been the perfect partners in bringing this wild idea to life with their handcrafted boots now reimagined with our booth material." Still, it will cost you a lot more than the popular Triple Dipper. Booth Boots (both women's and men's styles) will retail for $345, and the Booth Belt, with its "brass buckle in a matte nickel finish," will sell for $75. The limited-edition collection of Booth Boots and a matching Booth Belt will be available on on July 29 at 10 a.m. CT. Chili's has 1,600 restaurants in 29 countries, according to Nation Restaurant News.
Forbes
30-06-2025
- Business
- Forbes
Chili's Bets Big On Frozen Margaritas With Patrón Tequila
Chili's new frozen margaritas. Chili's is shaking things up—literally. After a few quieter years, the casual dining chain is back in the spotlight, reclaiming its place as a margarita powerhouse. In 2024, Chili's sold more than 25 million margaritas—more than any other restaurant brand in the U.S.—and now it's raising the bar with a bold new move: premium frozen margaritas made with Patrón. The new frozen lineup officially debuted last week across all 1,100 Chili's locations, marking a major investment in both equipment and ingredients. 'We realized that over half of our guests actually prefer frozen margaritas,' said George Felix, Chief Marketing Officer of Chili's.. 'But when we looked at our offerings, we knew they weren't good enough. We're the margarita leader—we needed to have the best frozen margarita in the industry.' That realization sparked a six-to-nine-month innovation sprint that touched nearly every part of the business. From installing best-in-class frozen drink machines to partnering with Patrón for a premium tequila base, Chili's is making a serious play for frozen cocktail credibility. A Barbell Strategy with a Twist Chili's margarita program is built on what Felix calls a 'barbell strategy.' On one end: the wildly popular $6 Margarita of the Month, which rotates flavors and taps into seasonal trends. On the other: a growing premium section featuring pours made with Casamigos, Don Julio, and Patrón—priced between $13 and $15, depending on location. The new frozen margarita platform bridges both ends of that spectrum. The base—a smooth, consistent Patrón frozen margarita—starts at $10. Guests can add a flavor swirl for $1 or opt for signature builds like the Flamingo Freeze (with Tito's and prickly pear) or the Arctic Drift (with Malibu and a beachy blue hue) for $12. 'We wanted to create something that not only tastes great but looks great,' Felix said. 'People drink with their eyes. These drinks pop off the menu.' Riding the Tequila Wave Chili's frozen margarita push comes at a time when tequila is booming. According to the Distilled Spirits Council of the United States (DISCUS), there has been a 302% increase in volume of tequila sold in the United States since 2003, and the fastest growth has been seen in the high-end and super-premium segments. Margaritas remain the most popular cocktail in the country, and Chili's is positioning itself as the go-to destination for both value and quality. In addition to Patrón, Chili's margarita program features a wide range of premium tequilas including El Jimador, Lunazul, and Teremana, giving guests options that span both price point and flavor profile. Innovation, the Chili's Way The process behind the new frozen lineup is emblematic of Chili's broader innovation strategy. When Felix joined the brand three years ago, he helped define the 'core four' menu pillars: burgers, chicken crispers, fajitas, and margaritas. (The Triple Dipper has since joined the club, making it the 'five to drive.') From there, Chili's built a cross-functional innovation engine that includes marketing, culinary, operations, supply chain, and finance. That team identified frozen margaritas as a white space—and got to work. 'We did a lot of research in Dallas, which is kind of a frozen margarita capital,' Felix said. 'We looked at what makes a great frozen marg, what equipment we needed, and what flavors were trending.' The result is a platform that's both scalable and flexible. Bartenders shake and swirl in additional ingredients to create layered, Instagram-worthy drinks—bringing a touch of craft cocktail flair to the casual dining space. Tiffani Thiessen partnered with Chili's to launch the Radical 'Rita. Margarita of the Month: A Cult Favorite While the new frozen lineup is the headline, Chili's Margarita of the Month program remains a fan favorite. The drinks are colorful, seasonal, and often come with playful garnishes and pop culture tie-ins. Earlier this year, Chili's partnered with actress Tiffani Thiessen on the Radical 'Rita, a vibrant purple cocktail made with Lunazul Blanco Tequila, Monin Dragonfruit, house-made sour, and a float of blue curaçao. It came with one of four collectible 90s-inspired swizzle sticks—a nostalgic nod that resonated with fans. Last July, Chili's celebrated Shark Week with the Berry Sharkbite Margarita. The drink combined Lunazul Blanco Tequila, Malibu Coconut Rum, Monin Blue Raspberry, Monin Blackberry, and house-made sour, and is topped with a playful gummy shark. 'We try to stay ahead by planning in chunks of three,' Felix said. 'We look at trending flavors, seasonal cues, and anything fun we can add to the drink. It's meant to be a little surprise and delight moment.' A Comeback with Buzz Chili's isn't just selling more margaritas—it's staging a full-blown comeback. In 2024, the brand saw a 15% jump in systemwide sales, reaching $4.57 billion, and overtook Applebee's to become the third-largest full-service restaurant chain in the U.S., behind only Texas Roadhouse and Olive Garden, according to Nation's Restaurant News. That's no small feat in a year when many casual dining chains struggled to grow. Chili's success has been credited to a mix of value-driven marketing, viral social media campaigns, and menu innovation—including the same frozen margarita platform now rolling out nationwide. 'We don't take ourselves too seriously,' Felix said. 'But we take our food and drinks very seriously.' With the launch of its premium frozen margaritas, Chili's is proving that fun and quality don't have to be mutually exclusive. No, these drinks won't land the chain on the World's 50 Best Bars list—but that's not the point. In a world where $25 cocktails are becoming the norm, a $10 Patrón frozen margarita that's consistent, colorful, and crowd-pleasing might just be the best deal in town.
Yahoo
28-06-2025
- Business
- Yahoo
Stifel Raises PT on Brinker International (EAT) Stock, Maintains Buy
Brinker International, Inc. (NYSE:EAT) is one of the 10 Unstoppable Stocks to Buy According to Hedge Funds. On June 23, Stifel analyst Chris O'Cull upped the price target on Brinker International, Inc. (NYSE:EAT)'s stock to $215 from $200, while keeping a 'Buy' rating, as reported by The Fly. The firm cited Chili's robust traffic performance and market share gains as the key reasons. A Chili's Grill & Bar restaurant filled with happy customers enjoying a meal. The firm assessed Chili's market share, growth capacity, as well as constraints, in order to determine whether or not its outperformance compared to the full-service industry will continue. Stifel opines that the chain can continue to gain market share in a fragmented category, wherein scale advantages have been more valuable. As per the analysis conducted by the firm, current traffic volume per store, despite improving from recent lows, remains well below the historical peaks. Overall, the firm concluded that Brinker International, Inc. (NYSE:EAT) possesses a proven playbook that would lead to durable same-restaurant sales gains. For FY 2025, Brinker International, Inc. (NYSE:EAT) expects total revenues to be in the range of $5.33 billion – $5.35 billion, and net income per diluted share (excluding special items) (non-GAAP) to be in the range of $8.50 – $8.75. While we acknowledge the potential of EAT to grow, our conviction lies in the belief that some AI stocks hold greater promise for delivering higher returns and have limited downside risk. If you are looking for an AI stock that is more promising than EAT and that has 100x upside potential, check out our report about this cheapest AI stock. READ NEXT: 13 Cheap AI Stocks to Buy According to Analysts and 11 Unstoppable Growth Stocks to Invest in Now Disclosure: None. Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
