Chili’s Shakes Up NASCAR Weekend at Talladega with “Ride the ’Dente” Activation

Chili’s Grill & Bar is bringing bold flavor and bigger fun to Talladega Superspeedway with its latest creative activation: a mechanical bull transformed into a margarita shaker. The event ties into Chili’s growing NASCAR presence through its partnership with Spire Motorsports, first launched at the 2024 Daytona 500.

Fans at Talladega can “Ride the ’Dente”—a nod to Chili’s iconic Presidente Margarita—by taking a spin on the shaker ride, open Friday and Saturday from 2–7 PM CT. Riders (21+) will also enjoy margarita samples and receive a free commemorative T-shirt.

The activation builds on Chili’s broader NASCAR-themed marketing push, which includes a hit country music video with over 3.7 million views and newly released merchandise on the NASCAR Shop. Chili’s, known for selling 25 million margaritas last year and achieving a 31% jump in same-store sales, continues to lean into cultural moments that resonate with its casual, fun-loving brand.

Chili’s CMO George Felix emphasized that while the brand isn’t pursuing an official NASCAR category deal yet, its playful tone and growing fan engagement align perfectly with NASCAR’s audience. The brand also keeps team spirit high internally, featuring its 1,100 general managers’ names on Spire Motorsports cars.

As Chili’s continues to “Ride the ’Dente,” it’s clear the brand is not just shaking up margaritas—it’s shaking up the marketing playbook.