Chili's® Grill & Bar and Spire Motorsports Bring Iconic Throwback to Alumni Weekend

Carson Hocevar will commemorate Dale Earnhardt's 1981 paint scheme at Darlington Raceway with the introduction of the Chili's Marg Machine

Mar. 16, 2026 at 11:00pm

Got story updates? Submit your updates here. ›

Chili's Grill & Bar and Spire Motorsports are collaborating to honor Dale Earnhardt's legacy by introducing the Chili's Marg Machine, a No. 77 Chevrolet Camaro ZL1 design for driver Carson Hocevar that will feature Earnhardt's iconic 1981 paint scheme. The car and driver will compete at Darlington Raceway's Alumni Weekend, with the race taking place on March 22, 2026.

Why it matters

This partnership between Chili's and Spire Motorsports allows them to pay tribute to a legendary NASCAR driver while also promoting Chili's as a brand that sells more margaritas than any other restaurant in the U.S. The throwback design and Hocevar's driving style being compared to a young Earnhardt are expected to generate excitement and nostalgia among race fans.

The details

The Chili's Marg Machine features a blue and yellow base color scheme, the classic Chili's heritage logo in blue on the hood, and the "Marg Machine" text on the back instead of the original "Jeans Machine." Chili's is also creating a custom firesuit for Hocevar that pays homage to Earnhardt's look in 1981, including a wide collar, open vest design, a Texas-sized belt buckle, and the "Ride the 'Dente" logo.

  • The Chili's Marg Machine will compete at Darlington Raceway's Alumni Weekend on Sunday, March 22, 2026 at 3 p.m. ET on FS1.
  • Fans can see the car and meet Hocevar at a meet and greet event at the Florence, South Carolina Chili's location on Saturday, March 21, 2026 from 11 a.m. to 12 p.m. local time.

The players

Chili's® Grill & Bar

A proud leader in the casual dining industry and the flagship brand of Dallas-based Brinker International, Inc. (NYSE: EAT), Chili's was named Ad Age's 2025 Brand of the Year. Founded in 1975, Chili's is known for serving Big Mouth Burgers®, Crispy Chicken Crispers®, and sizzling fajitas, while hand-shaking more margaritas than any other restaurant brand in the United States.

Spire Motorsports

A NASCAR team that fields full-time entries in the NASCAR Cup Series, NASCAR CRAFTSMAN Truck Series and Interstate Batteries High Limit Racing. The team is co-owned by longtime NASCAR industry executive Jeff Dickerson and TWG Motorsports CEO Dan Towriss.

Carson Hocevar

The driver of the No. 77 Chili's Marg Machine Chevrolet Camaro ZL1 who will compete in the Darlington Raceway Alumni Weekend race.

Dale Earnhardt

A legendary NASCAR driver whose 1981 paint scheme is being commemorated on the Chili's Marg Machine.

Tim Forman

The Director of Media at Chili's.

Got photos? Submit your photos here. ›

What they’re saying

“Last year, we noticed the chatter comparing Carson's driving style to a young Dale Earnhardt, and it's only grown louder as big names in the sport make the comparison. Given the discussion, we wanted to honor Dale's legacy, using his 1981 paint scheme as the inspiration for what we're calling the Marg Machine. Spire and Carson were all in, and we hope fans enjoy seeing the iconic blue and yellow on track again.”

— Tim Forman, Director of Media, Chili's

“Chili's always knocks it out of the park with their suit and car designs, and the Marg Machine is no different. Everyone at Chili's and Spire put in a lot of work to get the car as close to the original as possible, and they did a great job. We've had bold suits in the past, but this might be one of my favorites. It's truly a privilege to honor Dale's legacy on Alumni Weekend down in Darlington, and hopefully we can give him and all the folks from Chili's a great run on Sunday.”

— Carson Hocevar

What’s next

Race fans in the Darlington area have a chance to see Hocevar and the No. 77 Chili's Marg Machine Chevy on track throughout the Darlington race weekend, culminating Sunday, March 22 at 3 p.m. ET on FS1 for 400 miles. Fans at the track can wear their fandom with a fresh merch drop featuring the throwback design, available at Fan Zone merch locations. Before that, they can get up close to both car and driver with a meet and greet at the Florence Chili's (3015 W Radio Dr, Florence, SC 29501), Saturday, March 21, from 11 a.m. – 12 p.m. local time.

The takeaway

This partnership between Chili's and Spire Motorsports allows the iconic restaurant brand to pay homage to a legendary NASCAR driver while also promoting its margarita offerings. The Chili's Marg Machine design and Hocevar's driving style comparisons to a young Earnhardt are expected to generate excitement and nostalgia among race fans, showcasing how a mission-driven brand can successfully integrate its identity into motorsports.