After the warm welcome to Chili’s greets guests at the door, other sounds make stomachs grumble, mouths salivate and excite everyone about the food and beverages on the table. While many local restaurants have their loyal guests, the Chili’s Margarita of the Month Club celebrates the love of its iconic cocktail. Time to raise a glass and say salud to the membership with unlimited possibilities.
While the Triple Dipper has had its viral moment and people appreciate the value of the 3 For Me Meal, Chili’s margaritas, specifically its Margarita of the Month, has not received the cheers that it should.
The beloved Presidente Margarita gets all eyes turning as the mesmerizing shake reverberates across the restaurant. But, the rotating, special, sometimes themed monthly margarita specials need to be put in the spotlight.
Ahead of National Margarita Day, Chili’s celebrates its margaritas and the fans who love them. The new Margarita of the Month Club welcomes anyone and everyone who loves that classic sour cocktail.
As George Felix, Chili’s Chief Marketing Officer explained, “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. 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!
How to Join Chili’s Margarita of the Month Club
Unlike other clubs that require large membership fees or even monthly purchases, Chili’s wants to celebrate people who enjoy their margaritas. From the group that spends every Friday at the bar or the couple who comes in once a month for date night, it is an all-inclusive group.
Given that Chili’s sold nearly 30 million margaritas in 2025, it is vital for the brand to celebrate the cocktail. Many restaurant brands have a signature dish, but few have both a signature dish and a signature beverage. This combination ensures Chili’s position in this particular restaurant category.
Additionally, Chili’s Margarita of the Month program keeps the cocktail fresh. While the iconic Presidente Margarita will always be a signature menu item, the rotating cocktails add to the surprise and delight factor.
From creative holiday interpretations or pop culture inspired drinks, the monthly margaritas are ways for the Chili’s to spark a conversation. Yes, there can be an Irish margarita, magical margarita or even a sparkly firework option.
How Can Chili’s Margarita of the Month Members Show Off Their Membership?
To kick off the Chili’s Margarita of the Month program, Chili’s dropped some limited edition, collectible merchandise. While it may not be the specialty boots mimicking the iconic red booths, these items will sell out quickly.
The merchandise includes: Cabana Shirt, Crewneck, Polo Shirt, Hats, Bag, Keychain and Club Field Book. The overall vibe is yacht inspired. It skews a little more Icon of the Seas versus old school Rolling Lakes Yacht Club.
While the capsule collection is a great way to identify other members at the bar, the Club Field Book will be the one item everyone will carry. It might not be a lamented membership card, but it is the way that people prove their loyalty. Maybe the first person to fill the book can earn some type of status.
Could Chili’s Leverage Its Margarita of the Month Club in a Creative Way?
Since Chili’s margarita fans are a loyal bunch, it would be smart to use the group for crowd-sourcing. Maybe one of the members could inspire a new Marg of the Month offering.
For example, Alex’s Santa Fe Burger was created by a Chili’s chef. Why shouldn’t there be a margarita of the month created by a bartender or a super fan? Not only would this idea be a great way to get people involved but it shows how versatile the margarita is.
Lastly, there is one thing that Chili’s needs to include in this celebration. A non-alcoholic margarita is vital. With more people wanting non-alcoholic options, this segment needs to be on the menu. Whether it is a non-alcoholic spirits, like Almave, or a mocktail, this beverage should be a focus.
For now, ready to join the Chili’s Margarita of the Month Club? Now, if only there was an alma mater song for members. Ready for a sequel to an infamous baby back song?
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