Chili's might be doing some of the best marketing in America right now.

Chili's might be doing some of the best marketing in America right now.

And I’m not just saying that because I used to be a waiter there. 🌶️

Their latest move? Taking over a golf course clubhouse and turning it into the Chili’s Golf Club.

But the golf course isn’t really the story.

Look at the playbook Chili’s has been running.

Last year, they partnered with Lifetime Television and made an actual 15-minute romantic movie for National Margarita Day starring Maria Menounos and Taye Diggs.

Now they’re taking over a golf course.

Add in the funny social content, unexpected collaborations and a brand voice that actually has a personality.

None of these ideas feel the same. But they all feel like Chili’s.

That’s the strategy.

They’re not simply buying attention. They’re creating things people actually want to talk about, share and experience.

A lot of established brands spend countless meetings trying to figure out how to become culturally relevant.

Chili’s is out there doing things that make them culturally relevant.

There’s a big difference.

And as someone who once spent his shifts slinging fajitas and Triple Dippers, I absolutely love watching this run. 🌶️🔥