Chili's
Chili's is an American casual-dining restaurant chain known for burgers, ribs, fajitas, Tex-Mex dishes, and informal bar-and-grill dining.
Last updated August 26, 2026
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Overview
Chili's Grill & Bar is an American casual-dining restaurant brand founded in Dallas, Texas, in 1975 by Larry Lavine. The original concept was an informal, full-service restaurant offering affordable hamburgers in a setting influenced by Southwest design and culture. Its name came from the presence of chili on the menu and the founders' belief that the word would be memorable and conversational. The first restaurant operated from a converted postal station on Greenville Avenue in Dallas's Vickery Meadows area. It later moved to successive buildings on the same site, reflecting the location's importance to the brand's identity. The concept expanded rapidly in its early years. By the beginning of the 1980s, the chain had grown to 28 restaurants in the surrounding region, with locations sharing a recognizable Southwest-inspired atmosphere. In 1983, Lavine sold Chili's to Norman E. Brinker, a restaurant executive associated with the Pillsbury restaurant group and the Bennigan's chain. Under Brinker, Chili's became part of a larger restaurant company and developed from a regional operation into a nationally recognized casual-dining chain. Brinker International subsequently became the brand's parent company and operator. Chili's menu combines familiar American food with Tex-Mex and Mexican-influenced dishes. Its offerings have included hamburgers, baby back ribs, fajitas, tacos, quesadillas, chicken dishes, salads, sandwiches, appetizers, desserts, and alcoholic and nonalcoholic beverages. The chain has also provided nutritional, allergen, and vegetarian menu information. Although its menu has changed over time, burgers, ribs, and fajitas have remained central to the brand's identity. In 2017, Chili's announced a substantial menu reduction, removing roughly 40 percent of its items to concentrate more heavily on those core categories. Marketing has played an unusually important role in Chili's public image. The restaurant became closely associated with its 'Baby Back Ribs' advertising jingle, commonly recognized through the phrase 'I want my baby back.' The campaign helped turn a menu item into a cultural signifier and was later revived in updated form. Chili's has also used deliberately humorous advertising, including a 2008 parody campaign for the fictional P. J. Bland's restaurant, a 2020 campaign built around an irreverent humor proposition, and later promotions intended to make the brand appear energetic and socially shareable. The chain has pursued entertainment-oriented initiatives as well, including a browser game based on BurgerTime and a restaurant styled around The Office television series. The brand operates through a combination of company-linked and franchised restaurants in the United States and international markets. Its overseas presence has included locations across the Americas, Asia-Pacific, the Middle East, Europe, and Africa, although individual market participation has changed over time. Chili's permanently exited Australia in 2008 after poor sales, unprofitability, and labor-compliance problems involving a local franchise operation. The brand remains part of Brinker International's portfolio and continues to compete in the casual-dining segment through recognizable food categories, value-oriented positioning, promotional advertising, dine-in service, and restaurant-based entertainment.
History
Chili's began in 1975 when Larry Lavine opened an informal hamburger restaurant in a converted postal station on Greenville Avenue in Dallas, Texas. Lavine's intention was to create a full-service venue that felt less formal than traditional restaurants while offering affordable food and a distinctive Southwest atmosphere. Chili was included on the menu and supplied the name, which Lavine later described as a deliberately memorable choice. The first restaurant established the basic formula that would define the chain: approachable American food, a casual dining room, a broad burger selection, and a bar-and-grill environment. The concept expanded throughout the Dallas area and reached 28 locations by the early 1980s. The restaurants used related Southwest design elements to make the growing chain appear consistent while retaining the informal character of the original operation. The first Greenville Avenue site moved to a new building in 1981 and relocated again in 2007. In 1983, Lavine sold Chili's to Norman E. Brinker. Brinker brought experience from the Pillsbury restaurant group and helped place Chili's within the modern branded-restaurant industry. The chain's ownership and operating structure later became associated with Brinker International, which developed Chili's into one of its principal restaurant brands. Expansion broadened the menu beyond hamburgers while retaining a recognizable casual-dining identity. Chili's evolved into a restaurant serving American classics and Tex-Mex or Mexican-influenced food. Burgers, ribs, fajitas, tacos, quesadillas, appetizers, salads, sandwiches, and desserts became recurring parts of the offer. The brand also supplied nutritional, allergen, and vegetarian information as consumer expectations changed. In 2017, management announced a major menu simplification, eliminating about 40 percent of menu items to concentrate on burgers, ribs, and fajitas. Advertising became one of Chili's strongest brand assets. Its Baby Back Ribs jingle, created for advertising in the 1990s, gave the chain a highly recognizable audio signature and helped associate the restaurant with a specific menu item. The jingle was revived in a 2017 campaign with updated lyrics and presentation. Other marketing included the satirical P. J. Bland's campaign in 2008, a 2012 commercial using music by Wendy Rene, a humor-led 2020 campaign, and later entertainment collaborations. Chili's also used sponsorship and branded games to extend its visibility beyond conventional restaurant advertising. The chain expanded internationally through company and franchise arrangements. Its markets have included countries in North and South America, the Caribbean, Asia-Pacific, the Middle East, Europe, and Africa. International operations have not always been stable: the Australian business closed permanently in 2008 after weak performance and labor-compliance problems. Chili's has also faced legal and reputational challenges involving menu nutrition claims, employment matters, information security, workplace safety, and advertising rights. These issues generally concerned Brinker International, franchisees, or individual restaurants rather than changing the brand's overall status. Chili's remains an active Brinker International brand. Its contemporary identity combines familiar American and Tex-Mex food, dine-in casual service, value-conscious promotions, a bar-and-grill atmosphere, and deliberately humorous advertising. The brand has also drawn attention through popular-culture references, including appearances in The Office and a later Office-themed restaurant concept in Scranton.
- 2024
BurgerTime promotional game is released
[1]Chili's launches a licensed browser game built around its restaurant and burger branding.
- 2017
Menu is substantially simplified
[1]The chain removes approximately 40 percent of its menu to focus on burgers, ribs, and fajitas.
- 2017
Baby Back Ribs campaign is revived
[1]Chili's reworks its famous jingle in a campaign presenting the brand as back and refreshed.
- 2008
Australian operations close
[1]Chili's exits Australia after poor commercial performance and labor-compliance difficulties involving a franchise operation.
- 1996
Take 6 performs a revised ribs jingle
[1]A cappella group Take 6 appears in a revised rendition of Chili's Baby Back Ribs advertising song.
- 1983
Larry Lavine sells Chili's
[1]Lavine sells the brand to restaurant executive Norman E. Brinker.
- 1981
Original location moves to a new building
[1]The original Greenville Avenue restaurant relocates to a new building on the same site.
- 1975
First Chili's restaurant opens in Dallas
[1]Larry Lavine opens the first Chili's in a converted postal station on Greenville Avenue in Dallas, Texas.
Products and positioning
Accessible, informal full-service casual dining centered on American comfort food, Tex-Mex flavors, burgers, ribs, fajitas, bar service, and humorous brand marketing.
American casual dining · 1975
Burgers
Burgers were central to Larry Lavine's original concept and remain one of Chili's most important menu categories. The brand has historically used multiple burger varieties to provide an affordable, customizable entry point into full-service dining, often pairing them with fries, sides, and beverages.
Barbecue
Baby Back Ribs
Baby back ribs became Chili's signature offering through sustained menu promotion and one of the best-known restaurant jingles in American advertising. The dish helped connect the brand with barbecue flavors and gave Chili's a distinctive product around which major national campaigns were built.
Tex-Mex
Fajitas
Fajitas represent Chili's Tex-Mex positioning and are part of the group of core dishes emphasized during the 2017 menu simplification. They typically fit the brand's interactive, casual meal format and sit alongside tacos, quesadillas, and other Mexican-influenced dishes.
Appetizers
Tex-Mex appetizers
Chili's appetizer range supports group dining and bar occasions, with offerings influenced by Southwestern and Mexican cuisine. Quesadillas and related shareable dishes complement the chain's burgers, ribs, fajitas, and beverage service.
Controversies
2024
Beastie Boys copyright lawsuit
The Beastie Boys sued Brinker International over alleged unauthorized use of 'Sabotage' in Chili's social-media advertising.
2020
Sexual-harassment allegations settled
Brinker and its Chili's subsidiary paid a settlement relating to sexual-harassment allegations brought by five female employees.
2019
Workplace scalding incident
A Chili's restaurant was fined after an employee fell into a container of scalding water.
2018
Payment-card data breach
Brinker disclosed that its data network had been breached during March and April, potentially exposing customer payment-card information. Customers subsequently filed lawsuits alleging inadequate data-security practices.
2009
Sexual-harassment employment controversy
Brinker faced public criticism after dismissing a Chili's employee who had made a sexual-harassment allegation and then rehiring her, explaining the dismissal as a computer error.
2008
Australian franchise labor violations
An Australian Chili's franchise was fined after authorities found issues involving employee underpayment, workplace agreements, and unpaid wages.
2008
Nutrition-labeling class action
A lawsuit alleged that the nutritional values listed for some of Chili's supposedly healthier dishes understated their actual fat content, based on independent testing cited by the plaintiffs.
Marketing campaigns
- 2024Chili's Big Smasher BurgerTime
United States
The licensed browser game placed Chili's branding and mascot Joe ChiliHead into a six-level burger-building game, with promotional prizes including the possibility of free burgers.
Outcome. Extended the brand into interactive digital entertainment and promotional gaming.
- 2020Laugh so hard you pee a little
United States
Chili's introduced a deliberately irreverent campaign encouraging audiences to associate the brand with uninhibited humor.
Outcome. Reinforced a less formal and more comedic brand personality.
- 2017Oh Baby, Chili's Is Back
United States
The brand revived and reworked its ribs jingle to support a refreshed menu and renewed emphasis on core dishes.
Outcome. Reconnected the current brand with a widely remembered piece of its advertising heritage.
- 2008P. J. Bland's parody campaign
United States
Chili's advertised a fictional competitor called P. J. Bland's, whose deliberately unattractive cardboard food mocked bland restaurant offerings.
Outcome. Extended Chili's humorous, self-aware advertising style.
- 1990Baby Back Ribs jingle
United States
Chili's used a memorable musical campaign centered on its baby back ribs. The jingle became strongly associated with the chain and was later recognized by advertising commentators as an exceptionally memorable commercial song.
Outcome. Established one of the restaurant industry's most recognizable advertising signatures.
Brand decisions
2017
Menu simplificationStrategyBackground
Chili's sought to sharpen its identity and reduce menu complexity in a competitive casual-dining market.
Action taken
The chain removed approximately 40 percent of its menu items and concentrated on burgers, ribs, and fajitas.
Aftermath
The decision reinforced the brand's core food categories and supported a more focused advertising message.
2008
Australian market exitStrategyBackground
The Australian operation faced poor sales, unprofitability, and labor-compliance problems.
Action taken
Chili's permanently closed its Australian locations.
Aftermath
The brand withdrew from the Australian market while continuing international operations elsewhere.
1983
Sale to Norman E. BrinkerM&ABackground
The founder sold the growing regional restaurant brand to an experienced restaurant executive.
Action taken
Norman E. Brinker acquired Chili's and incorporated it into a broader restaurant-business structure.
Aftermath
The transaction enabled Chili's to move beyond its original Dallas-area base and develop as a large branded casual-dining chain.
Recent events
Brinker opens Manhattan delivery kitchen serving Chili’s and It’s Just Wings[2]
Reported:
Brinker opened an urban kitchen in Manhattan serving delivery orders from its Chili’s Grill & Bar and It’s Just Wings brands.
Chili’s Chicken Sandwich introduced for a limited time[3]
Reported:
Chili’s Grill & Bar introduced its Chili’s Chicken Sandwich, which it was selling for a limited time through June 30.
Chili’s announces two-week $5 Presidente Margarita offer[4]
Reported:
Chili’s announced a $5 Presidente Margarita offer available all day from October 20 through November 3, 2020, in restaurants and To-Go.
DoorDash announces virtual dinner campaign with Chili's and Chantel Jeffries[5]
Reported:
DoorDash announced a campaign with Chantel Jeffries and Chili's centered on a virtual dinner party, with a curated Chili's menu available through DoorDash. The virtual dinner party was scheduled to premiere on May 14, 2020.
FCPT announces acquisition of two Chili’s properties[6]
Reported:
Four Corners Property Trust announced that it had acquired two Chili’s restaurant properties in Indiana for $2.0 million from Washington Prime Group.
Sources6 sources
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