At Chili’s Grill & Bar, the dining experience is not only about sizzling fajitas and signature margaritas. This season, the brand has reintroduced its Create-A-Pepper campaign, which encourages guests to purchase and decorate pepper-themed coloring sheets to benefit St. Jude Children’s Research Hospital.
The effort gives families and diners a chance to contribute to a mission that ensures no family at St. Jude ever receives a bill for treatment, housing, travel, or food. Donations start as low as one dollar and extend to higher amounts, with every contribution directed toward patient care and research.
Coloring sheets are displayed on restaurant walls, transforming Chili’s locations into community galleries filled with vibrant artwork. The initiative not only raises critical funds but also turns customer creativity into a visual celebration of generosity.
George Felix, Chief Marketing Officer at Chili’s, highlighted the program’s deeper purpose. “Making everyone feel special is at the heart of what it means to work at Chili’s,” he said. “Our guests and team members have raised more than $120 million to support St. Jude patients and their families.”
Samantha Maltin, Chief Marketing and Brand Officer at ALSAC, emphasized how art brings healing as well as financial support. “Art is more than a creative outlet. It lines our halls with inspiration,” she noted.
What began more than two decades ago as a creative fundraising initiative has now become part of Chili’s brand identity. The Create-A-Pepper campaign shows how a casual dining franchise can extend its influence beyond the menu, strengthening both customer connection and community impact.
By combining playful creativity with philanthropy, Chili’s demonstrates that a brand can succeed in business while sustaining a legacy of giving.
