The restaurant brand is putting a spotlight on
its world-famous margarita with full-length music video, paint
scheme and head turning firesuit
DALLAS, Feb. 11,
2025 /PRNewswire/ -- Chili's® Grill & Bar is
shifting into high gear for the 2025 NASCAR season with the launch
of its new 'Ride the Dente'™ campaign. The campaign is part of
a multi-race partnership extension with Spire Motorsports,
celebrating Chili's freshly rebranded Presidente Margarita®, which
will be showcased across Chili's owned social channels and on FOX
during the race in Daytona this week.
The Presidente, or 'Dente', has been a menu staple since 1994,
featuring reposado tequila, brandy, orange liqueur and a
head-turning presentation. 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, giving guests the opportunity to pour
seemingly endless margaritas.
But the 'Dente isn't just a deliciously flashy margarita; it's
the answer to any occasion. Night out with friends? Ride the
'Dente. Hard day at the office? Ride the 'Dente. Chili's returning
to Daytona? Ride the 'Dente. This philosophy, along with the iconic
blue shaker and all the non-stop fun it stands for, comes to life
in Chili's new 'Ride the 'Dente' country song and music video.
Ride the 'Dente Country Song and Music Video
The full-length country song and music video – featuring the
Spire Motorsports No. 7 Chili's Ride the 'Dente Chevy – spotlights
a charismatic race-car-driver-turned country star, taking viewers
on a wild ride from the racetrack to a larger-than-life celebration
at Chili's. Fans can watch the video on Chili's YouTube channel,
social media, and during race broadcasts throughout the NASCAR
season.
"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," said
George Felix, Chili's Chief
Marketing Officer. "This year, we're cranking it up a notch. 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. And this is just the beginning of what we have planned
this season."
Spire Motorsport Partnership Renewal
Chili's multi-race partner extension with Spire Motorsports
kicks off with Daytona-winning racer Justin
Haley and championship-winning crew chief Rodney Childers making their points 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. ET on FOX.
"We are beyond grateful to have Chili's on this journey with us
again in 2025," said Spire Motorsports co-owner Jeff Dickerson. "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. The car looks
great, the firesuits stand out and every time we've sat down at the
table with Chili's, they always come up with something new and
creative. It's inspiring and it's obviously working when you see
the growth that they've experienced. There is so much that our
organization can learn from Chili's, and I ask our team to match
that energy every day."
On the track, Chili's Ride the 'Dente Chevy's design ties
western flourishes with a custom Ride the 'Dente logo on the hood.
Justin Haley will sport a
showstopping firesuit featuring a personalized Texas-sized belt buckle detail, faux denim
jeans and a western, button-down motif. A close look at the Chili's
pepper logos on the doors reveals the names of all 1,105 general
managers at corporate-owned Chili's restaurants – honoring the
hardworking teams that bring the Chili's experience to life every
day.
"I'm pumped to have Chili's back on board the No. 7, especially
in the Daytona 500," said Haley. "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. There's no better way for fans to
gear up for the Great American Race than to pour a couple of
'Dentes and settle in for 500 miles of chaos at Daytona. We'll do
our best to put the No. 7 Chevy up front and Ride the 'Dente all
the way to Victory Lane."
Race fans in the Daytona area have a chance to meet Haley and
fellow Spire Motorsports driver Carson
Hocevar and see the No. 7 Ride the 'Dente Chevy at Chili's
Ormond Beach this Friday, Feb. 14 at noon. The drivers will be
signing autographs, taking part in a Q&A session with Barstool
Sports' Rubbin' is Racing podcast hosts Spider and Large,
and shaking Presidente Margaritas of their own.
Chili's will also hit the track on Saturday, Feb. 15 for the Chili's 'Ride the
'Dente' 200 at Daytona International Speedway, the season-opening
event for the ARCA Menards Series. Marking Chili's first as an
official entitlement partner, the green flag drops at noon ET.
For Chili's guests who aren't in Daytona, the opportunity to
Ride the 'Dente always exists on the menu at their local Chili's,
including on one of Chili's favorite days of the year, National
Margarita Day. On Saturday, Feb. 22,
guests can stop by their local Chili's to enjoy the margarita that
delights millions each year and Ride the 'Dente
themselves.
About Chili's® Grill & Bar
Hi, welcome to Chili's! We are a leader in the casual dining
industry and the flagship brand of Dallas-based Brinker International, Inc.
(NYSE: EAT). We are known for our Big Mouth Burgers ®, Chicken
Crispers®, full-on sizzling fajitas, and hand-shaken margaritas. We
take our food seriously – but not ourselves – because dining out
should feel like a celebration even if there is nothing to
celebrate. Our passion is making everyone feel special, and every
day, our ChiliHeads make it their job to spread #ChilisLove across
almost 1,600 restaurants in 27 countries and 2 territories. And
Chili's cares. We host local Give Back Events to support kids,
education, and hunger and have raised more than $110 million benefiting St. Jude Children's
Research Hospital through generous guest donations. Find more
information about us at chilis.com, follow us on X or Instagram,
like us on Facebook, or join us on TikTok.
About Spire Motorsports
Spire Motorsports earned its inaugural NASCAR Cup Series victory in
its first full season of competition when Justin Haley took the checkered flag in the Coke
Zero Sugar 400 at Daytona (Fla.) International Speedway on
July 7, 2019. Less than three years
later, William Byron drove Spire
Motorsports' No. 7 Chevrolet Silverado to its inaugural NASCAR
CRAFTSMAN Truck Series win on April 7,
2022, at Martinsville (Va.) Speedway. The team's most recent
win came on April 12, 2024, when
Kyle Busch took the checkered flag
in the SpeedyCash.com 250 at Texas Motor Speedway in Fort
Worth.
In 2025, Spire Motorsports will campaign the Nos. 7, 71 and 77
Chevrolets in the NASCAR Cup Series. The team will also field the
Nos. 07, 7, 71 and 77 Chevrolet Silverados in the NASCAR CRAFTSMAN
Truck Series and the No. 77 Chevrolet in the ARCA Menards Series in
select events.
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SOURCE Chili's Grill & Bar
