Spire Motorsports has repainted itself for the 2024 season. The team’s ambition to grow as an organization was highlighted when it acquired Live Fast Motorsports’s chartered spot in a multi-million-dollar deal last year. Apart from a massive expansion in operations, the team also confirmed the backing of the popular restaurant chain Chili’s Grill & Bar for Corey LaJoie‘s #7 car last month. According to recent reports, it is a marketing move based on the increasing number of NASCAR fans visiting casual dining outlets.

Chili’s added a bit of spice to Spire Motorsports’ Daytona 500 build-up by announcing the paint scheme for Corey LaJoie’s No. 7 Chevrolet. The Chili’s ‘Catch a Rita’ paint scheme will be showcased during FOX’s Daytona 500 broadcast. In the endorsement, Corey LaJoie encourages NASCAR fans to scan a QR code on his ride in Daytona and win a VIP trip to Austin, Texas, in March or a consolation $10 gift card.

Chili’s excellent marketing move is explained

Chili’s Bar & Grill is owned and operated by Brinker International. The company has a massive $2.03 billion net worth, which displays the quality of sponsors Spire Motorsports has added this season. However, this is the restaurant chain’s first foray into racing. The changing scenario of the NASCAR community motivated the decision to join Spire as a major sponsor. According to leading consumer insights provider MRI-Simmons, 68% of the fandom has had a casual dine-out in the last month.

Having understood a NASCAR fan’s recent tendency to visit casual dining restaurants, Chili’s took the initiative to partner with Spire Motorsports and boost its popularity. With the Daytona 500 being the most prestigious race of the year, Chili’s decision to promote its brand through the nine interactive QR codes on the No. 7 Chevrolet of Corey LaJoie will work wonders.

This move will display Chili’s as a lucrative option for the Spire fans and showcase the team’s intentions to grow. Chili’s has also revealed that the paint scheme for Corey LaJoie is dedicated to its General Managers and will feature the names of 1,126 GMs on the car. With such commitment on display, Chili’s could attract a large chunk of NASCAR fans to its outlets.

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On the other hand, Spire Motorsports has added much firepower with Zane Smith and Carson Hocevar for 2024. With a unique blend of experience and youth, the team could be one to watch out for. Coming into 2024 after an encouraging season, Corey LaJoie has also voiced his love for Chili’s and its work for the upcoming Daytona 500.

Corey LaJoie isn’t new to Chili’s and its delicacies

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The ‘Catch a Rita’ No. 7 Chevrolet paint scheme is a great design. With the chain’s trademark, Presidente Margarita, on the car’s hood and nine QR codes spread throughout the chassis, it is one of the most interesting designs in recent Daytona history. Speaking about his new partnership, Corey LaJoie revealed,

“I’ve had some really interesting paint schemes in Daytona, but this one takes the cake – or margarita glass – by giving fans a little token of our appreciation for following our battle on the track,”

“Personally, I’ve been a Chili’s fan for years, I mean, isn’t everybody? But collaborating with Chili’s on this project has only given me more appreciation for the way they do business, plus it’s also increased my chips and salsa intake sevenfold. We’ve had a ton of fun together and I’m excited to give fans a taste of that with the wild ads we’ve created.”

Spire Motorsports owner Jeff Dickerson had a similar opinion to Corey LaJoie. With Spire Motorsports providing a platform for Chili’s to enter NASCAR, Dickerson wanted both parties to capitalize on this massive opportunity. Expressing his enthusiasm, Dickerson said, “As soon as we began speaking with the Chili’s team, we knew that Corey LaJoie would be the perfect fit.”

“Not only is he an amazing, unflappable talent who knows what it takes to compete at this level, but completely embraces the fun of the sport and as a result, has developed a great connection with race fans that will truly make this interactive paint scheme on the Chili’s ‘Catch a ‘Rita’ No. 7 Chevy come to life.” 

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Spire Motorsports could achieve something special this season with the goals set in place. Chili’s Grill & Bar’s addition is a big step toward realizing the expansion it has mapped for a long time.