Chili’s announces pop-up golf clubhouse and Rhoback partnership

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Chili's announced a two-day activation at a golf course in Burbank, California, this week, marking the casual-dining chain's latest marketing strategy to move beyond the dining room into everyday lifestyle moments.

The Brinker International-owned brand is taking over the clubhouse at DeBell Golf Club on Friday and Saturday and transforming it into a branded "19th hole" clubhouse called Chili's Golf Club. The activation will include golf-themed menu items like the exclusive Transfusion Marg and Tee Time Marg.

"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," George Felix, CMO and executive vice president of Brinker International, said in a statement.

Visitors will also be able to stop by and browse the limited-edition Chili's golf merchandise collection in collaboration with active apparel brand Rhoback, which will also be available online at rhoback.com/chilis while supplies last.

The merchandise collection includes:

• A Presidente Margarita performance polo: $132 (men's), $96 (women's)

• The Mulligan performance polo: $132; named after the "do-over" golf shot

• The Champion's Dinner performance polo: $132

• The Hesi performance hoodie: $142

• The Horizon Block performance quarter-zip: $158

• The Ready crewneck: $135

• The performance quarter-zip: $154 (men's), $118 (women's)

• The Poly hat: $54; available in two colors

• The Retro Rope hat: $54

"Rhoback created the ultimate Chili's Golf Club gear that's ready for wherever the round takes you, from the first tee to the 19th hole, and every swing – good or bad – in between," Felix said.

This marketing campaign is aimed at the serious recreational golfer and also includes a film featuring golf personalities Wesley Bryan, Jena Sims Koepka, and content creator Caleb Pressley, distributed across social channels.

This is just one of several marketing levers Chili's has pulled over the past couple of years, including the Triple Dipper and "value meal wars" advertising campaigns that called out fast-food competitors. The company also had a "Fast Food Financing" popup in New York City, which mocked high fast-food prices.

The golf club popup fits this pattern and is designed with viral social media posts in mind.

Contact Joanna at joanna.fantozzi@informa.com