The casual-dining restaurant brand shines a spotlight on its Presidente Margarita with ‘Ride the Dente’ campaign
Chili’s Grill & Bar has renewed its partnership with Spire Motorsports and is highlighting its signature Presidente Margarita with a “Ride the Dente” campaign, the company said Tuesday.
The casual-dining division of Dallas-based Brinker International Inc. said the campaign is part of a multi-race partnership extension with Spire, and the Presidente Margarita will be showcased across Chili’s social channels and on FOX during the race in Daytona, Fla.
Chili's also partnered with Spire for the 2024 NASCAR Cup Series race season, serving as the primary sponsor of Spire's No. 7 Chevrolet at the Daytona 500.
The Presidente Margarita, or “Dente,” has been a Chili’s menu staple since 1994, featuring Reposado tequila, brandy, and orange liqueur. Chili's team members walk through the restaurant, shaking the margarita loudly by hand, before pouring it into a handblown, blue-rimmed glass reserved only for the Presidente. It’s served alongside a blue shaker, that now features a refreshed logo.
Country’s Ty Blackwood sings the new “Ride the Dente” song and is featured in the new music video on the brand's YouTube channel, which also introduces the margarita’s new presentation
“Our partnership with Spire Motorsports started as a way to bring Chili’s to the track and connect with NASCAR fans over what we do best – serving up our famous Presidente Margaritas," George Felix, Chili’s chief marketing officer, said in a statement.
“This year, we’re cranking it up a notch,” Felix said. “We wanted to take our relationship with NASCAR fans to the next level, and what better way than breaking into country music to tell the story of the ‘Dente? ‘Ride the ‘Dente’ will be the newest Chili’s earworm – and hopefully the new shorthand for grabbing a marg at Chili’s.”
Chili’s multi-race partner extension with Spire Motorsports kicks off with Daytona-winning racer Justin Haley and crew chief Rodney Childers, making their racing debut together in the No. 7 Chili’s Ride the ‘Dente Chevrolet ZL1 throughout Daytona Speedweeks. It culminates with the 67th annual Daytona 500 Sunday at 2:30 p.m. EST on FOX.
“We are beyond grateful to have Chili’s on this journey with us again in 2025,” Jeff Dickerson, Spire Motorsports co-owner, said. “We expect big things from Justin, Rodney and that whole No. 7 group this year, but we learn something every day from everyone at Chili’s and love how they push the envelope with their activations and promotions.”
On the track, Chili’s Ride the ‘Dente Chevy’s design ties western flourishes with a custom Ride the ‘Dente logo on the hood. Haley will sport a fire suit that features a personalized Texas-sized belt buckle detail, faux denim jeans, and a western, button-down motif shirt.
The Chili’s pepper logos on the doors reveal the names of all 1,105 general managers at corporate-owned Chili’s restaurants.
“I’m pumped to have Chili’s back on board the No. 7, especially in the Daytona 500,” Haley said. “It’s one of my favorite tracks, and the Daytona 500 is a race I’ve been looking forward to since my return to Spire. We had a lot of fun last year, and I’m excited to see what we get into this year.”
On National Margarita Day, scheduled for Saturday, Feb. 22, Chili’s customers can stop by their local restaurant to sample the beverage.
Chili’s has nearly 1,600 restaurants in 27 countries and two territories.
Contact Ron Ruggless at [email protected]
Follow him on X/Twitter: @RonRuggless
Read more about:
Chili’s Grill & BarYou May Also Like
