Chili's® Grill & Bar and Spire Motorsports Bring Iconic Throwback to Alumni Weekend Accessibility StatementSkip Navigation Carson Hocevar will commemorate Dale Earnhardt's 1981 paint scheme at Darlington Raceway with the introduction of the Chili's Marg Machine DALLAS, March 16, 2026 /PRNewswire/ -- Chili's® Grill & Barand Spire Motorsports are building on the Ride the 'Dente…Again'te campaign, turning back the clock for Alumni Weekend at Darlington Raceway by introducing the Chili's Marg Machine, a No. 77 ...

Core Insights - Chili's Grill & Bar is enhancing its brand visibility through a partnership with Spire Motorsports, featuring its iconic Presidente Margarita® in NASCAR events [1][2] - The restaurant sold nearly 30 million margaritas in 2025, making it the leading restaurant brand for margarita sales in the U.S. [1] - The new car design for the Ride the 'Dente campaign includes a classic black, white, and red color scheme, along with pepper vine motifs, honoring the brand's heritage [1][2] Company Overview - Chili's operates 1,600 restaurants across 29 countries and two territories, employing over 70,000 team members [1][2] - The brand was named Ad Age's 2025 Brand of the Year and has won awards for its menu items, including the Best New Menu Item for Nashville Hot Mozz [1][2] - Chili's has raised over $120 million for St. Jude Children's Research Hospital through donations from guests and team members [1][2] Partnership Details - The partnership with Spire Motorsports includes a multi-year extension for the No. 77 car driven by Carson Hocevar, with the Ride the 'Dente branding prominently featured [1][2] - The race weekend at Circuit of the Americas (COTA) will showcase the Ride the 'Dente No. 77 Chevy, culminating in a race on March 1 [1][2] - The campaign aims to engage fans by making "Ride the 'Dente" a rallying cry for both racing and dining experiences at Chili's [1][2]

Core Insights - Chili's will debut its partnership with Spire Motorsports at the NASCAR race weekend in Texas on March 1, 2026, marking the beginning of multiple race dates for the No. 77 car [1] - The collaboration between Chili's and Spire Motorsports has evolved significantly, showcasing a commitment to enhancing fan engagement and brand visibility through racing [2][3] Company Overview - Chili's, a leading casual dining brand under Brinker International, operates 1,600 restaurants across 29 countries and has over 70,000 team members [5] - The brand was recognized as Ad Age's 2025 Brand of the Year and has a strong commitment to community support, having raised over $120 million for St. Jude Children's Research Hospital [5] Partnership Development - The relationship between Chili's and Spire Motorsports has grown from a few races to a comprehensive partnership, including sponsorship of various racing teams and events [3] - Chili's has expanded its racing presence by sponsoring not only the NASCAR Cup Series but also dirt late models and sprint cars, indicating a strategic move to enhance brand visibility in motorsports [2][3] Driver Performance - Carson Hocevar, the driver for the No. 77 team, is expected to have a breakout season in 2026 following a successful rookie year and strong finishes in previous races [3] - Hocevar's engaging personality and performance on the track have contributed to a growing fanbase, which benefits both Chili's and Spire Motorsports [3] Future Plans - More details regarding Chili's primary race dates and design for the March 1 weekend will be announced closer to the event, indicating ongoing promotional efforts [4] - Spire Motorsports will field multiple entries in the NASCAR Cup Series and CRAFTSMAN Truck Series in 2026, showcasing the team's competitive strategy [8]