As we start a new year, looking back on 2025, there are a handful of brands that didn’t just stay relevant: they reclaimed the spotlight. Chili’s in specific didn’t tiptoe back in. The company kicked the door open with a margarita in hand and a jingle stuck in all of our heads.
That’s in large part thanks to George Felix, CMO of Chili's, who joined us on the Hospitality Hangout podcast to break down what it actually takes to pull off a modern-day restaurant comeback—and why 2025 became Chili’s year. George, you deserve this week’s shout out!
From bringing back the iconic Baby Back Ribs jingle with Boyz II Men (yes, that jingle) to turning National Margarita Day into a full-blown pop-culture moment, complete with original music, scripted TV content, and a wink-and-nod sense of humor, Chili’s reminded everyone that great restaurant marketing doesn’t have to take itself so seriously.
It felt like Chili’s was everywhere in 2025. What was the big idea behind the comeback?
We leaned into fun. Chili’s has always been part of pop culture and we wanted to reclaim that energy. Instead of trying to be something new, we focused on being unapologetically Chili’s: confident, playful, and self-aware.
Let’s talk about the Baby Back Ribs jingle. Why bring it back now?
Because everyone still knows it. That jingle lives rent-free in people’s heads, so bringing it back with Boyz II Men felt like the right mix of nostalgia and surprise. It wasn’t about looking backward, it was about reminding people why they loved Chili’s in the first place, and doing it with a wink.
National Margarita Day became a whole moment. What went into that?
We treated it like a real cultural event, not just a discount. That meant original music, scripted TV spots, and storytelling that felt bigger than a one-day promotion. Margaritas are core to Chili’s, so we leaned all the way in and had fun with it.
You partnered with Vanderpump Rules for the Espresso Martini. How did that come together?
It was about tapping into culture that already had momentum. Bravo fans, cocktails, and Chili’s all overlap more than people might think. The partnership felt natural, playful, and perfectly on-brand, and it gave us a way to meet guests where they already were.
The Presidente Margarita country-music moment was unexpected. Why country?
Country music fits Chili’s energy: approachable, fun, and communal. From Ride the ’Dente to the mechanical margarita bull, we built a universe around the Presidente Margarita that felt entertaining and shareable, not overly polished.
Burger Time also made headlines. Why did that resonate?
Because value matters, and it doesn’t have to be boring. Burger Time was about reminding people they could come to Chili’s for a great experience that felt accessible, familiar, and fun. It wasn’t complicated, and that was the point.
What’s the one rule you follow when launching bold promotions?
If it makes us smile, it’ll probably make guests smile too. But behind the fun, everything has to work operationally. Marketing brings guests in, operations bring them back.
🎧 Catch the full conversation with George Felix right here:
