Chili's is launching its first-ever golf course location with a temporary pop-up at the DeBell Golf Club clubhouse in Burbank, California. The "Chili's Golf Club" event, open to the public on August 28 and 29, aims to blend the casual dining experience with the sport of golf.
The pop-up will operate from 9 a.m. to 5 p.m. each day, allowing visitors to enjoy Chili's menu items, including the Triple Dipper, without needing to play a round of golf. Two special margaritas inspired by classic golf course beverages will also be available. This initiative marks a strategic marketing effort by Chili's to create memorable experiences beyond its traditional restaurant settings and engage with pop culture.
"Chili's is the people's clubhouse, so it only made sense to bring that spirit to the course by building the Chili's Golf Club on a public muni, complete with the 19th hole of every golfer's dreams," said George Felix, chief marketing officer and executive vice president of Chili's parent company, Brinker International, in a statement. The campaign is targeting recreational golfers and is being promoted through various media, including a film featuring golf personalities Wesley Bryan and Jena Sims Koepka, and content creator Caleb Pressley.
In addition to the food and beverage offerings, Chili's has collaborated with activewear brand Rhoback to create a limited-edition golf apparel collection. This collection features a custom Chili's Golf Club crest and will be available for purchase at the DeBell pro shop during the event and online through Rhoback while supplies last.
This golf course pop-up follows a series of recent marketing campaigns by Chili's designed to increase its cultural relevance and compete with fast-food rivals. Past campaigns have included promotions for its Triple Dipper, discussions on value meal pricing, and a "Fast Food Financing" pop-up in New York City that commented on rising fast-food costs. The Burbank event, however, is a short-term activation before the "Chili's Golf Club" experience concludes on August 29.