DALLAS — Chili’s Grill & Bar is partnering with Spire Motorsports to debut a nostalgic NASCAR throwback design during Darlington Raceway’s Alumni Weekend. The collaboration introduces the “Chili’s Marg Machine” No. 77 Chevrolet Camaro ZL1, driven by Carson Hocevar. The car’s design honors the 1981 paint scheme used by racing legend Dale Earnhardt. The blue-and-yellow design will return to the track during the March 22 NASCAR Cup Series race at Darlington Raceway.
The throwback car will appear throughout race weekend. The event will culminate in the 400-mile race on Sunday, March 22 at 3 p.m. ET on FS1. Chili’s says the collaboration builds on its ongoing “Ride the ’Dente…Again’te” marketing campaign. The initiative also connects the restaurant chain’s brand identity with NASCAR nostalgia.
Throwback design honors Earnhardt’s 1981 paint scheme
The design recreates several elements from Earnhardt’s historic car. These include the blue and yellow color scheme, the classic number font, and the chevron linework across the hood.
However, one element has been updated. Instead of the original “Jeans Machine” lettering used in 1981, the car now features “Marg Machine.” The name references Chili’s position as the restaurant brand that sells the most margaritas in the United States.
According to Tim Forman, Director of Media at Chili’s, the concept came from ongoing comparisons between Hocevar’s driving style and Earnhardt’s early career.
Forman said the brand saw an opportunity to recognize the racing icon. At the same time, the design connects the tribute to Chili’s brand identity.
“We wanted to honor Dale’s legacy, using his 1981 paint scheme as the inspiration for what we’re calling the Marg Machine,” Forman said in a statement.
Driver Carson Hocevar also praised the collaboration. He said the team worked closely to replicate the original aesthetic while adapting it for the Chili’s partnership. Hocevar added that the throwback design stands out among previous race suits. He described the opportunity to honor Earnhardt’s legacy during Darlington’s Alumni Weekend as meaningful.
Nostalgia marketing meets NASCAR heritage
The throwback car is part of NASCAR’s broader Darlington Alumni Weekend, an annual tradition where teams revive historic paint schemes that celebrate the sport’s past.
Chili’s leaned into the historical theme not only through the car design but also with Hocevar’s firesuit. The outfit reimagines Earnhardt’s 1981 promotional look, featuring a western-style aesthetic with suede vest elements, wide collar details, and a large belt buckle tied to the restaurant chain’s Texas roots and its “Ride the ’Dente” campaign.
Fans attending the race weekend will be able to see the car on track and purchase themed merchandise featuring the throwback design at Darlington Raceway Fan Zone locations.
The campaign also includes a fan meet-and-greet event at the Florence Chili’s restaurant in South Carolina, scheduled for Saturday, March 21 from 11 a.m. to 12 p.m. local time, where attendees can meet Hocevar and see the car up close.
Why it matters
Throwback marketing has become a powerful strategy across sports and consumer brands, particularly when nostalgia connects with established fan communities.
By referencing Dale Earnhardt’s 1981 car, Chili’s taps into one of NASCAR’s most recognizable historical visuals while simultaneously promoting its margarita category — a major revenue driver for the chain, which reported selling nearly 30 million margaritas in 2025.
The collaboration also reflects a broader trend in brand marketing: blending heritage storytelling with experiential events, such as meet-and-greets, limited merchandise drops, and race-day activations.
For restaurant chains and consumer brands, sports partnerships provide a large national audience while reinforcing brand personality and cultural relevance.
Editor’s note: Source86 perspective
For restaurant brands and beverage manufacturers, Chili’s NASCAR collaboration highlights the increasing importance of nostalgia-driven marketing paired with experiential brand engagement.
Limited-time promotions, heritage tributes, and cross-industry partnerships (especially with sports leagues) can generate significant visibility while reinforcing brand identity. When done well, these campaigns connect older brand stories with younger audiences discovering them for the first time.
At Source86, we help food and beverage brands scale those moments with ingredient sourcing, bulk supply, private label production, R&D development, and co-manufacturing partnerships. When marketing campaigns suddenly drive demand, resilient supply chains ensure that products (from beverages to packaged goods) are ready to meet consumer interest. Let’s talk.
FAQs
The Chili’s Marg Machine is a special throwback NASCAR paint scheme introduced by Chili’s Grill & Bar and Spire Motorsports. It recreates the blue-and-yellow 1981 Dale Earnhardt design while promoting Chili’s margarita brand.
The car will compete during the NASCAR Cup Series race at Darlington Raceway on March 22 at 3 p.m. ET, broadcast on FS1.
The campaign connects Chili’s marketing strategy with NASCAR nostalgia. It honors Dale Earnhardt’s historic paint scheme while promoting Chili’s identity as the restaurant chain that sells the most margaritas in the United States.
External source: Chili’s® Grill & Bar and Spire Motorsports Bring Iconic Throwback to Alumni Weekend
