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Chili’s dominated restaurant chains in margarita sales in 2025 and is set to sell even more this year as the company finds new ways to keep its signature drink program fresh, according to a new report.
The chain sold nearly 30 million margaritas in 2025 and says that many customers come in specifically for the drinks, Nation’s Restaurant News recently reported.
“Guests are coming to Chili’s for ‘margs,'” Mary Ellen Scott, Chili’s senior marketing director, told NRN. “It’s part of who we are and part of the experience.”
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Frozen margaritas have been a Chili’s menu staple since 1975, back when they cost just $1.50, and the chain has revamped the offering in recent years. Frozen drinks now account for 25% of its margarita sales.
Last year, Chili’s launched a line of premium-liquor frozen margaritas and in February, it introduced a Margarita of the Month Club that allows customers to track how many of the drinks they bought and buy related merch, which is available for anyone to buy.
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Customers can collect a digital badge for each month’s margarita and Scott says the “diehard” fans are eager to collect them all.
The club builds on the rotating Margarita of the Month program Chili’s introduced in 2018, which draws customers in part for its low price of $6.
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“It’s value, newness and fun,” Scott told NRN. “It’s always $6, the drink is changing every month, and we’re always looking for ways to make the experience more fun, whether it’s a candy or a swizzle.”
Examples include October’s Witches Brew, a green drink made with Lunazul Blanco Tequila, blue Curaçao, and Monin Granny Smith Apple Syrup served with a broomstick “swizzle,” or decorative stirrer.
November’s StrawEddy Marg combines the tequila with Deep Eddy Lemon Vodka, strawberry purée and house-made sour.
The premium-pour margs go for $10 to $12, which is still a steal when cocktails in many major cities are going for around $20.
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The chain also has a full bar, but Scott says the margaritas remain its “flagship.”
Fox News Digital has reached out to Chili’s for comment.
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Chili’s margaritas made headlines last month for an unrelated safety incident in which North Carolina health officials said a cleaning chemical was mistakenly used to prepare drinks at a Forest City location, causing chemical burns to three customers.
Chili’s said guests and team members were injured and that it is investigating. The restaurant’s permit was briefly suspended, then reinstated.
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