Chili’s is teeing up its first-ever golf course location in California, transforming a Burbank clubhouse into a “19th hole” this weekend.
The popular restaurant will take over the DeBell Golf Club clubhouse on August 28 and 29 for the Chili’s Golf Club pop-up, open to everyone from 9 a.m. to 5 p.m.
The pop-up marks the first time Chili’s has opened an outpost on a golf course, according to the company, and comes as the chain looks beyond its restaurants for splashy marketing stunts.
Visitors can tuck into Chili’s favorites, including its popular Triple Dipper, after a round or just stop by without hitting the links.
The restaurant is also offering two special margaritas inspired by classic golf course beverages.
“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, chief marketing officer and executive vice president of Chili’s parent company Brinker International, said in a statement.
The takeover also comes with a limited-edition golf apparel collection created with activewear brand Rhoback.
The collaboration features a custom Chili’s Golf Club crest on golf-ready apparel, with gear available at the DeBell pro shop during the event and online through Rhoback while supplies last.
Chili’s shared a cheeky post on Instagram, asking followers to picture breaking 100 for the first time while stressing that “everyone’s invited.”
The campaign targets recreational golfers and is being promoted with a film featuring golf personalities Wesley Bryan and Jena Sims Koepka, as well as content creator Caleb Pressley, according to Nation’s Restaurant News.
This is the latest in a series of eye-catching campaigns from Chili’s as the chain tries to become more part of pop culture and compete with fast-food rivals.
Past campaigns have included ads about its viral Triple Dipper, the “value meal wars,” and a “Fast Food Financing” pop-up in New York City that made light of rising fast-food prices.
However, the Burbank event will only last a short time.
The Chili’s Golf Club will be open at DeBell Golf Club from 9 a.m. to 5 p.m. on Friday and Saturday before the chain’s first golf course outpost disappears.
