Chili's serves up new merch with nods to cheese pulls, margs

Key Points:

• Chili's has launched a new clothing line called the "Suburban Collection," featuring streetwear-inspired apparel and accessories such as rugby shirts, hoodies, jerseys, hats, and gold-plated necklaces, many adorned with the brand's chili pepper logo or menu-inspired designs.
• The collection, available for purchase since September 30 on WelcomeToChilis.com, ranges in price from $30 to $60 and includes a variety of sizes from small to 3X, with some items designed to emphasize comfort and relaxed suburban style.
• This is not Chili's first apparel release; other lines like the "Heritage Collection" and the "Margarita of the Month Club" are also sold on the same website, reflecting the brand’s ongoing venture into merchandise.
• Chili's popularity has surged among Gen Z, driven by viral TikTok content and trendy marketing campaigns linked to popular movies and shows, helping it become the most popular casual dining restaurant for this age group according to a YouGov poll.
• Looking ahead, Chili's parent company Brinker International plans to expand by adding 20 to 30 new restaurants annually through 2029, alongside remodeling existing locations with a 1990s aesthetic to capitalize on its growing brand momentum.