• by Teresa Buyikian , May 1, 2025

Without a doubt, '90s nostalgia is having a moment in the QSR and fast-casual space -- with entire weekend-long events paying homage to the decade like ChainFEST, to rumors of long-shuttered brands like Koo Koo Roo making a comeback, to Domino’s resurrecting its infamous “Noid” mascot.

Now Chili’s is getting in on the vintage vibes with a new retro margarita promoted by the 1990s unofficial queen of Saturday mornings, Tiffani Thiessen.

Thiessen played the ultimate popular girl Kelly Kapowski on NBC's “Saved by the Bell” from 1989 to 1993, and later stared as Valerie Malone on the quintessential ‘90s hit “Beverly Hills 90210” from 1994 to 1998. She stars in the campaign’s hero spot, which promotes Chili’s Radical ‘Rita, the chain’s featured May margarita The bright purple, pink and blue cocktail, which changes colors when swirled, is made with Lunazul Blanco Tequila, Monin Dragonfruit, Blue Curaçao and house-made sour, and comes with a collectible ’90s-inspired swizzle stick.

(With its rotating monthly Margarita menu, Chili’s sold more than 25 million of the drinks in 2024, the brand claims.)

In the spot, seen here, Thiessen is at a Chili’s bar, announcing “the ‘90s are back” in a bright purple retro outfit, which matches the Radical Rita in front of her. Super-colorful animated shapes like skateboards and boomboxes surround her. “Remember the '90s, when everything was colorful and malls were a thing?” asks Thiessen, while the larger than life shapes completely take over the restaurant behind her. The Chili’s is then overrun with the graphics, patrons comically running for cover as Thiessen loudly announces, “It changes color when you stir it!”

Chili’s tapped its creative partner, JM&D, to produce the spot, along with “Saturday Night Live” short film director Mike Diva and his production company, Lord Danger. The spot runs online and on streaming services.

Chili’s Vice President of Marketing Jesse Johnson discussed the campaign.

QSR Insider: Why do you think 1990s nostalgia appeals to your key demographic?

Johnson: Millennials are a core group of Chili’s guests. They grew up in the ‘90s, so they have a real emotional connection to that decade. They have young families now, and tapping into those memories gives us a fresh but familiar way to connect with them and invite them to celebrate with us all over again.

QSR Insider: Why use the 1990s for this campaign?

Johnson: The ‘90s are a decade known for this bold, colorful, fun spirit (and) the Radical ‘Rita has all those same elements.

QSR Insider: Why Tiffani for the campaign?

Johnson: Tiffani Thiessen is the icon of the ‘90s. Plus, she’s a real-life fan of Chili’s and Margaritas, which made her the perfect partner for the Radical ‘Rita. Her genuine connection to the brand made the collaboration feel natural, and her playful energy helped us bring the whole campaign to life.

QSR Insider: Any other ‘90s-themed campaign extensions?

Johnson: Look out for Chili’s social as we bring the campaign to life in multiple ways through both owned content and our network of influencers. In-restaurant, we’ll have the collectible ‘90s-inspired colorful swizzle sticks that let guests swirl their drink into the vibrant purple finished product.