Chili's Unveils Margarita of the Month Club for National Margarita Day
Chili's Grill & Bar has officially launched its new Margarita of the Month Club, a strategic move timed perfectly with the upcoming National Margarita Day. This initiative builds on the restaurant's long-standing tradition of offering a different $6 margarita each month, inspired by seasonal trends and popular flavors. The launch follows a remarkable year in 2025, during which Chili's sold nearly 30 million margaritas, outpacing all other American restaurants in this category.
How the Club Works and Its Benefits
Customers aged 21 and over can sign up for the Margarita of the Month Club online at no cost. Membership allows enthusiasts to track the variety and number of margaritas available each month. Upon joining, participants gain access to the rotating monthly margaritas for just $6, along with exclusive Chili's merchandise that has recently been introduced.
George Felix, Chili's Chief Marketing Officer, explained the inspiration behind the club: "The Margarita of the Month Club was born when we observed a dedicated group of fans who visit every month to sample each new margarita. We wanted to provide them with an official platform to showcase their loyalty, complete with merchandise and a system to record every margarita they've tried. This club is inclusive and welcomes everyone!"
Exclusive Merchandise and National Margarita Day Deals
The available merchandise includes a cabana shirt in green or pink, a crewneck sweater, a crescent bag, and a plastic keychain, all featuring distinctive margarita designs. Club members who purchase any of these items will also receive a complimentary Club Field Book, a passport-style booklet designed to log each margarita of the month experience at Chili's.
In celebration of National Margarita Day, which falls on Sunday, February 22, Chili's is rolling out special in-restaurant drink promotions for all customers of legal drinking age. On that day, guests can enjoy a $5 Tequila Classic, crafted with Cuervo Tradicional Blanco, triple sec, and Chili's house-made sour mix.
This month's featured $6 margarita is the returning fan-favorite StrawEddy, made with Lunazul Blanco Tequila, Deep Eddy Lemon Vodka, strawberry puree, and house-made sour. Additionally, for $7 on Sunday, Chili's will offer a Frozen Margarita, prepared with PATRÓN Silver Tequila, triple sec, lime juice, and agave.
Competitive Landscape and Industry Trends
Chili's is not the only establishment preparing for National Margarita Day. The beloved Tex-Mex chain Chuy's is also participating by offering $1 floaters, which are small extra pours of tequila, to top off any margarita. Chuy's customers can also obtain a keepsake giveaway cup by paying two dollars to upgrade any house margarita, available in lime or strawberry flavors, served either on the rocks or frozen.
This competitive environment highlights the growing trend of restaurants leveraging holidays to boost customer engagement and sales through innovative promotions and loyalty programs.
