Chili’s launches a swag e-commerce store

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Chili’s Grill & Bar will launch a new e-commerce platform on Sunday, aiming to give consumers the ability to wear branded t-shirts and use branded pool floats.

The Dallas-based casual dining division of Brinker International Inc., which also owns the Maggiano’s Little Italy concept as well as the It’s Just Wings and Maggiano’s Italian Classics virtual brands, said the new e-commerce site, welcometochilis.com, will offer items ranging from t-shirts to fanny packs at prices ranging from $10 to $60.

“Our guests have told us how much they love Chili’s merchandise, and that means the world to us,” said Michael Breed, Chili’s senior vice president of marketing, in a statement.

The e-commerce platform will debut at 10 a.m. CDT on Sunday, March 13, which is the 47and anniversary of Chile’s debut in 1975.

“We couldn’t think of a better way to celebrate Chili’s birthday with our guests than to officially launch the store,” Breed said, “and we look forward to commemorating more great moments with them and the members of our team in the future.”

The e-commerce platform will initially offer a variety of items including button-up shirts, t-shirts, glasses, sweatshirts, hats, socks, stickers, pins, and fanny packs.

The selection will vary based on availability, the company said. Payment methods include credit card, Apple Pay and ShopPay.

“The ‘Chili’s Store’ and its marketing efforts will be integrated into existing channels such as our My Chili’s Rewards database of 10 million members and our engaged social media following,” Breed said.

Chili’s has more than 1,600 restaurants in 29 countries and two territories.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

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