Restaurant Brands Accelerate into NASCAR Season: Chili’s, Chuck E. Cheese, and Virtual Dining Concepts Hit the Track

Brinker International Inc.’s Chili’s Grill & Bar is revving up its engines in collaboration with NASCAR’s Corey LaJoie for the Daytona 500, marking the onset of the NASCAR Cup Series season. Joining the motorsports fray are diverse restaurant brands like Chuck E. Cheese and Virtual Dining Concepts, all eager to tap into the vibrant culture surrounding racing events.

Chili’s Grill & Bar, the flagship brand under Brinker International Inc., has sealed a fresh partnership deal with Spire Motorsports for the upcoming 2024 NASCAR Cup Series. Chili’s proudly takes the spotlight as the primary sponsor of Spire’s No. 7 Chevrolet Camaro ZL1, driven by Corey LaJoie, in the exhilarating Daytona 500 on February 18.

Meanwhile, Chuck E. Cheese, under the ownership of CEC Entertainment Inc., has teamed up with Hendrick Motorsports to offer co-branded “Racing World” video content, providing enthusiasts with exclusive behind-the-scenes glimpses into professional racing. As part of this partnership, Chuck E. Cheese is offering participants the opportunity to win complimentary e-tickets based on the performance of Hendrick’s roster of drivers, including Kyle Larson, Chase Elliott, William Byron, and Alex Bowman.

Virtual Dining Concepts, based in Los Angeles, has also joined the race by launching NASCAR Refuel, a virtual restaurant brand created in collaboration with NASCAR and DoorDash. This innovative concept debuted before the NASCAR Xfinity Series Wawa 250 at Daytona International Speedway and offers a delectable array of menu items inspired by NASCAR racetracks, ensuring race fans can savor the thrill of NASCAR cuisine year-round.

Chili’s Grill & Bar has announced plans to serve as an associate sponsor at various NASCAR events, including those at the Atlanta Motor Speedway, Las Vegas Motor Speedway, and Circuit of the Americas in Austin, Texas. With over 1,600 restaurants spanning 29 countries and two U.S. territories, Chili’s aims to embrace the spirit of motorsports and ignite excitement both on and off the track.

CEC Entertainment Inc. is expanding its “Racing World” program with Hendrick Motorsports, offering licensed merchandise and engaging content aimed at families. With nearly 600 Chuck E. Cheese locations nationwide, CEC continues to celebrate milestones alongside Hendrick Motorsports, bringing the adrenaline rush of auto racing to families across the nation.

Virtual Dining Concepts’ NASCAR Refuel, featuring an enticing menu inspired by NASCAR’s most iconic racetracks, promises to satisfy race day cravings with its delivery-only offerings. From the Daytona Firecracker Dog to the Refuel Burger, fans can indulge in the flavors of NASCAR while enjoying the excitement of the sport from the comfort of their homes.

With nearly 600 fun centers in 16 countries worldwide, Chuck E. Cheese and its franchisees continue to be leaders in providing family-friendly entertainment globally.

Chuck E. Cheese is seeking master franchisees with extensive experience to help grow the brand internationally. For more information about Chuck E. Cheese franchise opportunities in your region, please visit

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