Chili’s Margaritas Boost Restaurant Chain’s Success in 2025

Chili’s outperformed other restaurant chains in margarita sales in 2025, and the trend continues this year. The company explores innovative ways to enhance its popular drink offerings, as reported by Nation’s Restaurant News.

Last year, Chili’s reported selling almost 30 million margaritas, a significant attraction for patrons. Mary Ellen Scott, Chili’s senior marketing director, explained that the margaritas are crucial to the Chili’s experience.

“Guests are coming to Chili’s for ‘margs,'” said Scott. “It’s part of who we are and part of the experience.”

Frozen margaritas have been a staple of Chili’s menu since 1975, initially priced at $1.50. Today, frozen variations account for 25% of all margarita sales.

In recent years, the company launched a line of premium-liquor frozen margaritas and introduced a Margarita of the Month Club in February. This club tracks customer purchases and offers related merchandise.

The Margarita of the Month program, which started in 2018, is popular for offering a new drink every month at $6. Examples include October’s Witches Brew and November’s StrawEddy Marg. These innovative offerings attract customers seeking a fun and affordable experience.

“It’s value, newness, and fun,” Scott noted. “The drink changes monthly, and we strive to enhance the experience with unique elements.”

While premium margaritas range from $10 to $12, they remain affordable compared to cocktails in larger cities, which can cost up to $20. Chili’s maintains a full bar, but its margaritas are considered its signature offering.

In an unrelated incident, Chili’s made headlines last month when a cleaning chemical was mistakenly used in drinks at a Forest City location, resulting in injuries to three customers. The restaurant is investigating the incident, and its permit was temporarily suspended.