Jul 23, 2025 - Business

Love Chili's? You'll want these boots

Gregory Castillo

Pair of red leather cowboy boots with chili pepper designs, placed on a red leather bench in front of a wooden wall with green neon sign reading "Chili's X Tecovas BOOTH BOOTS". — Chili's booths, but make them boots. Photo: Courtesy of Chili's Grill & Bar/Tecovas

Texas-born brands Chili's and Tecovas teamed up to turn real booth material into handcrafted cowboy boots.

The intrigue: The limited-edition Booth Boots blend Chili's iconic red booths with Tecovas' bestselling dress boot, finished with chili pepper stitching.

The boots will be available in men's and women's sizes and will sell for $345. The matching belt goes for $75. Both drop at 10am Tuesday at Tecovas.com

The big picture: Collabs like this are helping Chili's boom while competitors struggle. The Dallas-based chain is targeting younger diners with creative social campaigns.

What they're saying: Increasing foot traffic shows the restaurant's marketing schemes are working, Kevin Hochman, CEO of Chili's parent company Brinker International, told CNBC.

"We don't think this is the end; we think this is just the beginning of the Chili's turnaround," Hochman said.

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Love Chili's? You'll want these boots

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