Chili's® Turns Its Margarita of The Month Fandom into an Official Club
Chili's (NYSE:EAT) launches the Margarita of the Month Club, turning its monthly margarita program into a free, fan-focused club starting Feb 11, 2026.
Rhea-AI Summary
Chili's (NYSE:EAT) launches the Margarita of the Month Club, turning its monthly margarita program into a free, fan-focused club starting Feb 11, 2026. The program follows selling nearly 30 million margaritas in 2025 and features $6 monthly margs, collectible merch and National Margarita Day promotions on Feb 22.
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Details
News Market Reaction – EAT
On Feb 11, the day this news came out, EAT closed 2.02% above the previous close.
Data tracked by StockTitan Argus for the Feb 11 session.
Key Figures
- Margaritas sold 2025
- 30 million margaritas
- Chili's Margarita of the Month program in 2025
- Margarita of the Month price
- $6
- Monthly culturally or seasonally inspired margarita
- Cabana Shirt price
- $45
- Margarita of the Month Club merch collection
- Crewneck price
- $60
- Margarita of the Month Club merch collection
- Crescent Bag price
- $25
- Margarita of the Month Club merch collection
- Plastic Keychain price
- $5
- Margarita of the Month Club merch collection
- Tequila Classic price
- $5
- National Margarita Day special
- PATRÓN Frozen Marg price
- $7
- National Margarita Day special
Historical Context
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Reported Q2 growth and raised full-year revenue and EPS guidance.
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Announced timing and access details for upcoming Q2 earnings call.
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Extended multi-year primary sponsorship with Spire Motorsports into 2026.
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Reported strong Q1 comps and reiterated full-year fiscal 2026 guidance.
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Scheduled Q1 earnings call and outlined webcast and replay details.
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
AI-generated analysis. How Rhea-AI works. Not financial advice.
The Margarita of the Month Club launches with a limited-edition merch collection and special National Margarita Day promotions on Feb. 22
"The Margarita of the Month Club was born when we saw a group of diehards who come in every month to try each new marg," said George Felix, Chili's Chief Marketing Officer. "We decided to give them an official way to show off their fandom complete with merch and a way to keep track of each of the margs they've tried. This isn't an exclusive club – all are welcome!"
The Chili's Margarita of the Month program offers a different culturally or seasonally inspired margarita each month for just
To celebrate the launch, Chili's is dropping a line of collectible merch – available to everyone – that comes to life in a group of uniquely Chili's short films, putting the brand's famous red booths in high fashion settings to show off the line's yacht-club aesthetic. The collection includes:
- Cabana Shirt – Green or Pink (
$45) : A nautical-inspired thick, short-sleeve button-up with color blocking and Margarita of the Month Club graphics, perfect for keeping you cool while sipping margs at Chili's. - Crewneck (
$60) : A cozy crewneck for cool nights, late dinners, and nights when there's nowhere to be tomorrow, featuring margarita embroidery on the front and club graphics on the back. - Polo Shirt – Pink & Green or Yellow & Blue (
$45) : A throwback collared polo with sporty striping and a relaxed fit, blending beach club style with Chili's margarita pride from daytime hangs to happy hour. - Snapback Athletic Hat – Green or Pink (
$30) : This classic snapback features playful printing and100% nylon fabric offering a lightweight, durable and wrinkle-resistant hat. - Salt Brim Snapback Hat (
$30) : This chino twill rope snapback cap is tastefully finished with Margarita of the Month Club graphics that aren't just a status symbol, but a way of life. - Crescent Bag (
$25) : A lightweight, hands-free essential for life at the Chili's Margarita of the Month Club. With just enough room for a swizzle stick souvenir or a few chips for later, this nylon, crescent-shaped bag is 12" long x 5.5" high with a 3.5" depth. - Plastic Keychain (
$5) : This motel-style keychain featuring Margarita of the Month Club messaging always points you in the right direction. - Club Field Book (Free with every order): A collectible passport-style booklet to track each Margarita of the Month, perfect for devoted members who like their journey and loyalty documented.
The festivities continue in-restaurant for all guests (21+) with must-have margarita specials (at participating locations) for National Margarita Day on February 22:
$5 $6 StrawEddy Margarita of the Month: This returning favorite is made of Lunazul Blanco® Tequila, Deep Eddy® Lemon Vodka, strawberry puree and house-made sour and is available all February at participating locations.$7 PATRÓN® Frozen Marg: This refreshing premium frozen margarita combines PATRÓN Silver Tequila, triple sec, lime juice and agave.
Margarita enthusiasts can join the Margarita of the Month Club and shop the merch collection at chilis.com/motmclub starting Feb. 11 at 10 a.m. ET (no alcohol purchase necessary to join). To find a Chili's near you or to join the My Chili's program, please visit chilis.com. Must be 21+ to enjoy alcoholic beverages.
About Chili's® Grill & Bar
Hi, welcome to Chili's! A proud leader in the casual dining industry and the flagship brand of
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SOURCE Chili's Grill & Bar
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