Chili’s Turns Iconic Red Booths into High-Priced Boots — Here’s Why Every Entrepreneur Should Take Notes on This Bold Brand Move
Ever wondered if your favorite Chili’s booth could actually walk the walk? Well, buckle up — Chili’s Grill & Bar has teamed up with Texas-based Tecovas to transform their iconic red booths into bona fide cowboy boots. Yes, you read that right: handcrafted Booth Boots crafted from the very material where you’ve shared laughs, meals, and maybe a little drama for half a century. It’s not just a nostalgic nod; it’s a wild, heritage-steeped fusion of restaurant comfort and rugged style, complete with a matching Booth Belt to boot. Sure, these boots come with a price tag much steeper than your usual Triple Dipper combo, but hey, who said standing out was cheap? This quirky collaboration speaks volumes about brand innovation and turning everyday experiences into tangible, desirable products. Ready to step into something unexpected? LEARN MORE
Chili’s Grill & Bar is partnering with Texas-footwear brand Tecovas to launch a limited-edition collection of “Booth Boots,” which is exactly what it sounds like — cowboy boots made with the same material as its classic red booths.
In a statement, Chili’s said that this “first-of-its-kind collaboration” turns its “iconic” red booths, which have been around for 50 years, into “handcrafted boots made with time-honored techniques and heritage craftsmanship.” The company is also selling a matching Booth Belt.
Related: ‘Gen Z Is Obsessed’: Chili’s Sales Are Skyrocketing Thanks to the Triple Dipper and Turbo Chefs
“We thought it would be fun to celebrate this familiar piece of the Chili’s experience by turning it into something truly unexpected for our fans,” said Jesse Johnson, Chili’s vice president of marketing, in the statement. “Our new friends at Tecovas have been the perfect partners in bringing this wild idea to life with their handcrafted boots now reimagined with our booth material.”
Still, it will cost you a lot more than the popular Triple Dipper. Booth Boots (both women’s and men’s styles) will retail for $345, and the Booth Belt, with its “brass buckle in a matte nickel finish,” will sell for $75.
The limited-edition collection of Booth Boots and a matching Booth Belt will be available on Tecovas.com on July 29 at 10 a.m. CT.
Chili’s has 1,600 restaurants in 29 countries, according to Nation Restaurant News.
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Chili’s Grill & Bar is partnering with Texas-footwear brand Tecovas to launch a limited-edition collection of “Booth Boots,” which is exactly what it sounds like — cowboy boots made with the same material as its classic red booths.
In a statement, Chili’s said that this “first-of-its-kind collaboration” turns its “iconic” red booths, which have been around for 50 years, into “handcrafted boots made with time-honored techniques and heritage craftsmanship.” The company is also selling a matching Booth Belt.
Related: ‘Gen Z Is Obsessed’: Chili’s Sales Are Skyrocketing Thanks to the Triple Dipper and Turbo Chefs
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