Chili’s Margarita Sales Success and Innovative Offerings

Chili’s took the lead in margarita sales among restaurant chains in 2025, with expectations to surpass those numbers this year. A recent report highlights the company’s efforts to keep its margarita program exciting for patrons. In 2025, the chain sold nearly 30 million margaritas, as many customers visit specifically for the drinks, reported by Nation’s Restaurant News.

Mary Ellen Scott, Chili’s senior marketing director, emphasized, “Guests are coming to Chili’s for ‘margs.’ It’s integral to who we are and is part of the experience.” Since 1975, frozen margaritas have been a key offering, initially priced at $1.50, and have undergone recent updates. Currently, frozen drinks make up 25% of their margarita sales.

Chili’s reportedly sold the highest number of margaritas among restaurant chains in 2025. (Callaghan O’Hare/Bloomberg via Getty Images)

Last year, Chili’s began selling a new range of premium-liquor frozen margaritas. In February, they launched a Margarita of the Month Club, where customers can track drink purchases and purchase related merchandise. This initiative adds another dimension to the Margarita of the Month program, started in 2018, offering drinks for $6.

The program seeks to combine value, novelty, and enjoyment, according to Scott. Each month’s drink costs $6, varying monthly to maintain interest. Creative drink examples include October’s “Witches Brew,” featuring a green concoction made with Lunazul Blanco Tequila, blue Curaçao, and Monin Granny Smith Apple Syrup, garnished with a broomstick-like stirrer.

November’s “StrawEddy Marg” includes tequila, Deep Eddy Lemon Vodka, strawberry purée, and house-made sour mix. Premium margaritas range from $10 to $12, a competitive price compared to higher cocktail prices in many major cities.

Despite a full bar, margaritas remain Chili’s “flagship” offering. The original menu featured frozen margaritas back in 1975. However, Chili’s recently encountered an issue where a cleaning chemical was mistakenly used in the preparation of drinks at a North Carolina location, resulting in injuries. The company is currently investigating.

Chili’s dedication to evolving its margarita offerings highlights its continued appeal to patrons seeking quality and variety in their dining experiences.