Chili's Brings Popping Boba to Its Margarita of the Month for May

Chili's is bringing popping boba to its Margarita of the Month program, and the timing is precise.

The Popping Boba Marg launches a day early on April 30 for National Boba Day, then runs all May at $6 as part of the brand's monthly rotating margarita platform.

The drink is made with Lunazul Blanco Tequila, Deep Eddy Lemon Vodka, Monin Watermelon, house-made sour, and Dragonfruit Popping Boba.

Chili's sold nearly 30 million margaritas in 2025, more than any other restaurant brand in the U.S., and the Popping Boba Marg is the program's most trend-forward entry to date.

The Drink and the Format

Popping boba has been gaining traction on TikTok and in specialty drink shops for the past two years, moving from niche tea shops to mainstream restaurants.

Chili's is the first major casual dining chain to put it inside a margarita.

The restaurant chain's $6 price point also brings a format that typically runs $8 to $12 at specialty boba shops into mass-market reach.

The campaign also includes a $5 spirit-free Popping Boba Lemonade, which gives the program a non-alcoholic option that delivers the same textural experience.

To top things off, the Dragonfruit Popping Boba adds a visual element that photographs well.

This is important for a drink format that has built most of its cultural momentum through social media content.

The Marg of the Month Club Update

The Popping Boba Marg also marks the launch of a new collectible digital sticker system within Chili's Marg of the Month Club.

This was introduced by the chain in February 2026, ahead of National Margarita Day.

Guests who try each month's featured margarita receive a new digital sticker, and those who try three consecutive Margaritas of the Month unlock a streak sticker.

George Felix, Chili's chief marketing officer, described the club's origins in an official statement released in February.

"The Margarita of the Month Club was born when we saw a group of diehards who come in every month to try each new marg," he explained.

"We decided to give them an official way to show off their fandom complete with merch and a way to keep track of each of the margs they've tried."

The sticker system comes with a loyalty system that rewards repeat visits, giving guests a reason to return each month on top of the drink itself.

Chili's Popping Boba Marg campaign shows how casual dining brands can use trend-forward ingredients to generate social attention:

• Use national food days as launch windows: Dropping on National Boba Day ties the launch to existing social conversation.
• Add a retention layer to limited-time offers: The sticker system gives the Marg of the Month program a retention mechanic that keeps guests returning.
• Extend alcohol campaigns with spirit-free options: The $5 Popping Boba Lemonade widens the audience without a separate campaign needed.

Chili's has built the Margarita of the Month into its own brand platform, while the collectible sticker layer is part of a longer-term intent to make it a habit-forming experience.

Our Take: Is Boba the Right Move for Chili's?

While it might seem like an unlikely direction for the restaurant chain, we think the price point and trend-hopping is timely.

Popping boba drinks are typically much more expensive at specialty shops, but Chili's is putting the same thing into casual dining reach.

The sticker system is also a nice addition, as collectible mechanics in casual dining tend to bring people back.

Tying one to a program that already has a loyal monthly following gives the club a reason to stay on people's minds between launches.

Restaurant brands building beverage platforms that drive repeat visits need agencies that understand how to connect trend-driven product launches with loyalty mechanics.

Take a look at the top food and beverage marketing agencies in our directory.