|||||| PROFILE
Felix says . “ We want to democratize Ranch Water for the rest of the country .”
The chain brought some other cocktails into the mix with the Happy Hour menu , such as an Old Fashioned . It also added some secret bar items , including an Iceberg , which is Modelo topped with frozen Margarita , and a Michelada — Modelo with Bloody Mary mix , lime juice and a Southwest Cajun rim .
Chili ’ s tends to be spirits heavy , Felix notes , as cocktails / sprits account for 65 % of alcohol sales . Beer accounts for just over 30 % and the remaining 3 % to 5 % is wine . The chain , which is in the process of reviewing its wine assortment , likes to keep a select number of tap handles available for store managers to determine what local beers to offer , he says .
BABY ’ S GOT BACK RIBS Founded by Larry Lavine , the first Chili ’ s location opened in Dallas in 1975 as a burger joint with Southwest flair . Restaurant executive Norman E . Brinker bought the company in 1983 : Brinker International , which today also includes Maggiano ’ s Little Italy , now operates more than Chili ’ s 1,600 units in 29 countries and two U . S . territories .
Chili ’ s focuses on burgers and ribs and Tex-Mex cuisine such as tacos , quesadillas and fajitas . Among the brand ’ s achievements , Chili ’ s boasts that it taught Americans how to say “ fajita ” when it added the dish to its menus in 1984 . And in 1994 it became the leader in Margarita sales in the
George Felix joined Chili ’ s as chief marketing officer in July .
www . cheersonline . com Winter 2022 • 19