Chili’s Grill & Bar is jumping into the 2025 NASCAR Cup Series campaign with the official launch of its brand-new ‘Ride the Dente’ campaign.
The ad campaign is part of a multi-race partnership extension with Spire Motorsports. The restaurant promotes its newly rebranded Presidente Margarita via a country-themed music video (featuring Ty Blackwood) and a 30-second ad spot, which will air on FOX during the Daytona 500.
The Presidente, or ‘Dente’, has been a menu staple since 1994, featuring reposado tequila, brandy, orange liqueur, and a head-turning presentation. Chili’s team members walk through the restaurant, shaking the margarita loudly by hand, before pouring it into a handblown, blue-rimmed glass reserved only for the Presidente.
In the full-length country song and music video, which features the No. 7 Chili’s Ride the ‘Dente Chevrolet for Spire Motorsports, a race-car-driver-turned country star takes viewers on a wild ride from the racetrack to the larger-than-life celebration at Chili’s.
“Our partnership with Spire Motorsports started as a way to bring Chili’s to the track and connect with NASCAR fans over what we do best – serving up our famous Presidente Margaritas,” said George Felix, Chili’s Chief Marketing Officer. “This year, we’re cranking it up a notch. We wanted to take our relationship with NASCAR fans to the next level, and what better way than breaking into country music to tell the story of the ‘Dente? ‘Ride the ‘Dente’ will be the newest Chili’s earworm – and hopefully the new shorthand for grabbing a marg at Chili’s. And this is just the beginning of what we have planned this season.”
This new campaign is a major part of Chili’s Grill & Bar’s multi-race partnership extension with Spire Motorsports, which will see Justin Haley pilot the No. 7 Chili’s Ride the ‘Dente Chevrolet throughout Speedweek, culminating in the 2025 Daytona 500 on Sunday, February 16.
“We are beyond grateful to have Chili’s on this journey with us again in 2025,” said Spire Motorsports co-owner Jeff Dickerson. “We expect big things from Justin, Rodney, and that whole No. 7 group this year, but we learn something every day from everyone at Chili’s and love how they push the envelope with their activations and promotions. The car looks great, the firesuits stand out and every time we’ve sat down at the table with Chili’s, they always come up with something new and creative. It’s inspiring and it’s obviously working when you see the growth that they’ve experienced. There is so much that our organization can learn from Chili’s, and I ask our team to match that energy every day.”
The newly-designed Chevrolet ties western flourishes on the racetrack with a custom Ride the ‘Dente logo on the hood. Justin Haley, driver of the No. 7, will sport a showstopping firesuit, featuring a personalized Texas-sized belt buckle detail, faux denim jeans, and a western, button-down motif. The Chili’s pepper logos on the doors will hold the names of all 1,105 general managers at corporate-owned Chili’s restaurants.
“I’m pumped to have Chili’s back on board the No. 7, especially in the Daytona 500,” said Haley. “It’s one of my favorite tracks and the Daytona 500 is a race I’ve been looking forward to since my return to Spire. We had a lot of fun last year and I’m excited to see what we get into this year. There’s no better way for fans to gear up for the Great American Race than to pour a couple of ‘Dentes and settle in for 500 miles of chaos at Daytona. We’ll do our best to put the No. 7 Chevy up front and Ride the ‘Dente all the way to Victory Lane.”
In addition to the 2025 Daytona 500 on Sunday, February 16, Chili’s will also be hitting the racetrack with Saturday’s ARCA Menards Series event at Daytona International Speedway, which will be called the Chili’s Ride the Dente 200.
