The Retro Double Play: Coors Banquet and Chili’s

Did you know that Coors Banquet is the new PBR and Chili’s is once again packing the house?

According to Alyssa Lynner, Senior Marketing Manager at Coors, Banquet has been on a roll for years. “We have three straight years of momentum, with 13 consecutive quarters of dollar share growth and in 2024 volume growth in every single region,” says Lynner.

What’s driving this interest and marketplace growth? Brewed exclusively in Golden, Colorado, Coors Banquet is authentically western and cowboy culture is big right now.

Chili’s Rising

Texas-born and -based Chili’s is also experiencing a powerful resurgence. According to reporting from Paula Forbes of Texas Monthly, the restaurant chain famous for its “Southwest-inspired American favorites” is enjoying a new and faithful customer base in Gen Z.

Chili’s recent success is linked to an effective use of TikTok and the platform’s #cheesepull challenge. Chili’s picked up on an organic digital trend and fit its own hot mozzarella into the picture. Chili’s now partners with content creators to make new challenge videos as well as mukbangs (a style of food video that originated in South Korea).

Chili’s has also narrowed its menu and is squarley focused on providing value to its customers—something it shouts out in this recent commercial.

Like Coors Banquet, Chili’s is currently benefiting from (and adding to) the cowboy core trend. The brand is also wisely invested in partnerships, sponsorships, lifestyle content, and immersive brand experiences.

Earlier this summer, Chili’s partnered with Austin-based Tecovas to make “Booth Boots” out of the leather used for the restaurant’s booths. Chili’s also sponsors a NASCAR vehicle. As part of the multi-race deal, they are sponsoring driver Justin Haley’s No. 7 Chevrolet.

In addition, Chili’s built a retro-themed location in Scranton, Pennsylvania, to look just like the one featured in the sitcom The Office. And it made a fifteen-minute Lifetime movie starring Taye Diggs and Maria Menounos titled I’ll Be Home for National Margarita Day. This brand knows its audience and knows how to have fun.

Menu note: It looks like Chili’s serves Coors Light, but not Banquet.