Chili's

Chili's Grill & Bar

File:Chili's logo.svg Logo used since 2007
Company type	Subsidiary
Industry	Casual dining restaurant
Founded	March 1, 1975 (1975-03-01) in Dallas, Texas, United States
Founder	Larry Lavine
Headquarters	Coppell, Texas , United States
Area served	Worldwide
Key people	Norman E. Brinker (former owner)
Products	American and Tex-Mex cuisine
Owner	Brinker International
Number of employees	1,580 locations (2015)
Website	www.chilis.com

Chili's Grill & Bar (commonly styled as chili's) is a United States-based casual dining restaurant franchise, established by Larry Lavine in Texas in 1975. It is currently under the ownership and management of Brinker International.

History

The inaugural Chili's restaurant debuted in 1975 within a repurposed postal facility located on Greenville Avenue in the Vickery Meadows neighborhood of Dallas, Texas. This original venue underwent reconstruction in 1981 and was subsequently relocated in 2007.

Larry Lavine’s business model emphasized delivering a relaxed, full-service dining atmosphere paired with reasonably priced hamburgers. By the early 1980s, the chain had grown to encompass 28 outlets, all decorated with a Southwest-inspired theme.

In 1983, Lavine transferred ownership of Chili's to Norman E. Brinker, an experienced restaurant executive previously associated with the Pillsbury restaurant division that managed Bennigan's.

Menu

Chili's menu features a blend of American and Tex-Mex dishes, including items such as shrimp tacos, quesadillas, and fajitas. The brand also offers specialized menus catering to nutritional requirements, allergen sensitivities, and vegetarian preferences to accommodate a wide range of patrons.

Advertising

The recognizable "Welcome to Chili's!" jingle, which highlights the brand’s baby back ribs, was crafted by Guy Bommarito and produced by Tom Faulkner Productions for GSD&M Advertising. This memorable tune, acknowledged by Advertising Age for its lasting impact, was reintroduced in 2017 as part of a new menu promotion.

In 2008, Chili's created parody commercials featuring the fictitious "P. J. Bland's" chain, while in 2012 it incorporated Wendy Rene’s track "Bar-B-Q" into its advertising efforts. A significant menu revision in September 2017 eliminated roughly 40% of offerings to concentrate on signature items like burgers, ribs, and fajitas.

The 2020 marketing initiative encouraged patrons to "laugh so hard you pee a little," utilizing humor and social media platforms to engage audiences. By September 2024, this campaign contributed to a 14.8% rise in store sales during the fiscal fourth quarter, surpassing competitors facing challenges in attracting customers.

In 2024, Chili's broadened its brand outreach by launching a licensed browser game titled Chili’s Big Smasher BurgerTime, starring mascot Joe ChiliHead. This interactive promotional tool rewarded players with prizes such as free burgers for life, fostering increased customer interaction and brand loyalty.

Locations

Asia/Oceania	Europe	Middle East	North America/Caribbean	South America/Central America	Africa
China	Germany (U.S. military bases only)	Bahrain	Canada	Brazil	Egypt
India		Kuwait	Dominican Republic	Chile	Morocco
Japan		Lebanon	Mexico	Colombia	Tunisia
Malaysia		Oman	United States	Costa Rica
Philippines		Qatar	Puerto Rico	Ecuador
South Korea		Saudi Arabia		El Salvador
Sri Lanka		United Arab Emirates		Honduras
Taiwan				Panama
Pakistan				Peru
Guam				Guatemala

As of 2015, Chili's maintains around 1,580 outlets worldwide, nearly evenly divided between 839 company-operated locations and 741 franchised establishments.

Legal issues

In October 2008, the Chili's franchise operating in Australia was penalized for undercompensating employees and neglecting wage requirements. These violations, combined with weak sales performance, resulted in the permanent shutdown of all Australian outlets.

In July 2024, Brinker International, Chili's parent company, faced a lawsuit from the Beastie Boys over alleged copyright infringement. The claim centered on unauthorized use of their 1994 track "Sabotage" in Chili's social media campaigns starting from November 2022.

Controversies

• 2008: Anne Paskett initiated a class-action lawsuit against Brinker International, accusing Chili's of misrepresenting the fat content in its "Guiltless Black Bean Burger" and other health-focused menu items. Independent laboratory analysis revealed fat quantities up to three times greater than those advertised.
• 2009: After allegations of sexual harassment, Brinker International dismissed a Chili's employee but later reinstated her following public criticism, explaining that the termination was due to a computer system error.
• 2018: A cybersecurity breach at Brinker compromised customer data, leading to legal actions claiming insufficient data protection caused fraudulent credit card transactions.
• 2019: A Florida Chili's location was fined over $62,000 after an employee sustained injuries from falling into boiling water.
• 2020: Brinker and Chili's resolved sexual harassment claims involving five female workers by agreeing to a $150,000 settlement.

In popular culture

• Chili's played a notable role in The Office season 2, episode 7 "The Client", where Michael and Jan conduct a client meeting at a Chili's restaurant after transitioning from Radisson Hotels, illustrating the brand’s cultural significance.
• On April 7, 2025, Chili's unveiled "The Scranton Branch," an Office-themed establishment that mimics the show's environment. This location also brought back the iconic awesome blossom appetizer—previously removed from the full menu in 2008—capitalizing on nostalgic appeal to boost business.
• The Chili's jingle was featured in Austin Powers: The Spy Who Shagged Me, enhancing brand visibility through popular media.
• In season one of "That '90s Show", the character Fez mentions Chili's as a common hangout spot and references the Babyback Ribs jingle, highlighting the chain’s cultural footprint.
• The restaurant chain received multiple mentions in the 2010 comedy road film Due Date, further embedding its presence in entertainment.
• On April 5, 2024, Austin, Texas officially proclaimed "Chili's at 45th & Lamar Day," acknowledging the restaurant’s influence and community engagement in the area.