Chili’s Bar and Grill understands that a perfect meal involves all the senses. Even though taste and visuals often get priority, the sounds associated with that refreshing sip and the perfect bite are just as vital. It is time to Ride the ‘Dente and race to the ultimate satisfaction.
When a guest goes to Chili’s, there are certain elements that are part of the experience. It might not be an ASMR video, but the fajita sizzle, the crunch of the chips and salsa, and the shake of the Presidente margarita are all present. Even with the cacophony of sounds, those moments are the backing track to the dining experience.
Additionally, Chili’s understands that a catchy tune can create a hunger for a signature menu item. Who hasn’t heard a few notes of that Baby Back Rib song and started to smack their lips. Or, that shake of the Presidente Margarita caused a guest to change their beverage order. It might not be a Pavlovian reaction, but it is instantly recognizable.
Last year, Chili’s partnered with Spire Motorsports to bring a new experience to one of its signature items, the Presidente Margarita. While the classic cocktail was not shaken while driving, the special partnership revved everyone engines with an undeniable calling. Catching that ‘Rita during the Daytona 500 was just one aspect to the special partnership.
Ahead of this year’s Daytona 500, Chili’s opens a new chapter to its NASCAR story. It is time to Ride the ‘Dente. Unlike a bar of “Home on the Range,” this new tune will have people racing to enjoy a night out at Chili’s.
According to George Felix, Chili’s Chief Marketing Officer, “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. 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.”
The new Ride the ‘Dente song will be part of the events throughout the Daytona 500 weekend. From the Spire Motorsports #7 car decked out in the new visuals to Justin Haley’s special firesuit, the blend of Texas country roots and classic Presidente Margarita refreshment is definitely worthy of the checkered flag.
And, with National Margarita Day just a week away, there is plenty of time to learn all the lyrics to the new song. For people in the know, it is the only way to order a signature Presidente Margarita.
Will Ride the 'Dente become as synonymous with Chili's as the Baby Back Ribs song? Given the restaurant brand's ability to become part of the zeitgeist, no one should bet against Chili's.