BRANDABLE Chili’s Grill & Bar Celebrates 47 Years With First Ecommerce Store by Danielle Renda Photos courtesy of Chili’s Grill & Bar The restaurant chain is targeting fans through its social media channels and rewards app with “spicy,” on-trend merchandise. Chili’s Grill & Bar has been serving up patrons with Tex-Mex-style spreads for 47 years now, and to celebrate its birthday this year the casual dining restaurant is serving them with promotional apparel in its new ecommerce store. The company, based in Dallas, Texas, opened its online store on March 13, and targets fans who use Chili’s rewards app and follow the brand on Instagram. The chain is leveraging video-based social media, like TikTok and YouTube, to spread the word about its new collection, which features t-shirts, hats, socks, stickers, pool floats and more ranging from $10 to $60. Here are a few of the products being sold for the online store’s debut. Birthday Bundle The Birthday Bundle, inspired by Chili’s Presidente Margarita, invites fans to “party like a presidente” with this bundle featuring Presidente Socks, the ‘Rita & Lime Water Bottle and an exclusive Birthday Sticker. Retailing for $40, all items feature the same print of margaritas, limes and the date of Chili’s birthday in a green-and-white color scheme. All About Food Collection T-Shirt The All About Food Collection T-Shirt, retailing for $22, pays homage to a few of Chili’s fan-favorite dishes with a fun sketch design. The 100% cotton, unisex, box-shaped tee features dishes such as Chili’s chicken fajitas, old-timer burger and skillet queso. Lime Wedge Fanny Pack The Lime Wedge Fanny Pack is a lighthearted and summery solution for carrying small items when out and about. Retailing for $40, the water-resistant, polyester fanny pack resembles a lime wedge and includes a key chain with the Chili’s logo. | MAY 2022 | 69 THINK
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