Chili's® Turns Heads this Summer with New $6 Bombshell Marg
Rhea-AI Summary
Brinker International (NYSE:EAT), through Chili's Grill & Bar, launched the $6 Bombshell Margarita of the Month, available nationwide July 1–31, 2026 at participating locations. The drink features el Jimador Blanco Tequila, dragonfruit, triple sec, strawberry puree and house-made sour, plus a Bombshell vs. OG swizzle stick while supplies last.
Guests can also join the Margarita of the Month Club to track drinks with digital stickers and access Bombshell Marg-themed merchandise.
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News Market Reaction – EAT
In the Jul 1 session, EAT gained 2.42%, reflecting a moderate positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| May 27 | Brand partnership | Positive | +1.3% | Chili's and Lizzo refreshed the Baby Back Ribs jingle and upgraded ribs portions. |
| Apr 29 | Earnings results | Positive | +14.4% | Brinker reported strong Q3 results, raised EPS guidance and narrowed revenue outlook. |
| Apr 15 | Earnings call notice | Neutral | -3.9% | Company announced timing and access details for its upcoming Q3 earnings call. |
| Apr 14 | Menu value launch | Positive | +3.3% | Chili's expanded its $10.99 3 For Me menu with new Big Crispy sandwiches. |
| Mar 18 | Portion size changes | Positive | -1.9% | Maggiano's increased portions and expanded Family Style menu at no extra cost. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent promotional and earnings headlines have more often coincided with share price gains, though some guest-focused updates have seen negative reactions.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Inspired by the energy of reality TV's summer romances and unforgettable connections, the July Margarita of the Month arrives nationwide
Made with el Jimador® Blanco Tequila, Monin® Dragonfruit, triple sec, strawberry puree and house-made sour, the Bombshell Marg delivers a vibrant blend of sweet and citrusy flavors. Proudly display where your loyalty lies with the custom Bombshell vs. OG swizzle stick served in each Bombshell Marg, while supplies last.
"We know our guests are breaking down the drama of the summer's biggest romances with their friends, often sitting around booths right here at Chili's," said George Felix, chief marketing officer and executive vice president of Brinker International. "The Bombshell Marg is a fun way for us to recognize that passion and be part of the conversation in a way only we can — serving a great, affordable margarita."
The Bombshell Marg is the latest addition to Chili's fan-favorite Margarita of the Month lineup. After serving nearly 30 million margaritas in 2025, Chili's continues to keep the marg conversation flowing with monthly drops inspired by trending flavors, seasonality and culture's biggest moments, from nostalgic throwbacks to trending obsessions.
Guests who plan their calendars around each Margarita of the Month can join Chili's Margarita of the Month Club at chilis.com/motmclub. Members can track their monthly margarita journey with collectible digital stickers, build streaks throughout the year and shop exclusive Margarita of the Month Club merchandise, including a new Bombshell Marg "I got a marg!" tank top, available at welcometochilis.com on July 1, while supplies last.
Fans can make their bombshell (marg) debut now at participating Chili's locations nationwide for just
About Chili's® Grill & Bar
Hi, welcome to Chili's! A proud leader in the casual dining industry and the flagship brand of Dallas-based Brinker International, Inc. (NYSE: EAT), Chili's was honored in 2025 as one of Fast Company's Brands that Matter and Inc.'s Best in Business. The brand was also named Ad Age's Brand of the Year in 2025 and 2026. Founded in 1975, Chili's is known for serving Big Mouth Burgers®, Crispy Chicken Crispers®, and sizzling fajitas, while hand-shaking more margaritas than any other restaurant brand in the United States. Chili's operates 1,600 restaurants in 29 countries and two territories with over 70,000 team members. With a purpose to make everyone feel special, Chiliheads take food, drink and service seriously – but not themselves. Chili's was a proud winner at the 2025 MenuMasters Awards for Best New Menu Item for Nashville Hot Mozz, the breakout addition to the social media-famous Triple Dipper. For more than 20 years, Chili's has been a proud supporter of St. Jude Children's Research Hospital and has raised more than
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SOURCE Chili's Grill & Bar