NASCAR Cup Series driver Carson Hocevar has teamed up with Chili’s to unveil a bold, new Chili’s paint scheme on his No. 77 Chevrolet, sparking major excitement among fans and drawing deliberate inspiration from racing legend Dale Earnhardt’s iconic “Man in Black” look. Hocevar’s striking car will make its on-track debut this weekend at Circuit of the Americas in Austin, marking another high-profile collaboration between a beloved restaurant chain and one of NASCAR’s rising talents, while the Carson Hocevar Chili’s paint scheme puts a spicy spin on racing tradition.
Chili’s Scores a Nostalgic Win With Its NASCAR Partnership
Chili’s has seen a resurgence in popularity recently, standing out as other chain restaurants close their doors. By leveraging viral social media strategies, timely menu additions, and partnerships, Chili’s has managed to attract younger diners and remain culturally relevant. Their latest move, teaming up with Hocevar and Spire Motorsports, represents a vibrant next step.
Carson Hocevar, now in his third year driving for Spire Motorsports, has earned recognition for his competitive instincts and fearless style behind the wheel of the No. 77 car. Integrating Chili’s branding and introducing a darker, black-themed Chevrolet, Hocevar’s new look immediately drew comparisons to Dale Earnhardt’s legendary Goodwrench GM livery, symbolizing both nostalgia and modern flair at the same time. For the partnership’s announcement, Chili’s even styled Hocevar in an all-black outfit, a tribute to the iconic “Man in Black” persona that made Earnhardt famous.
Introducing “Intimidente”: The Spicy New Look
The bold Chili’s paint job on the No. 77 car, nicknamed “The Intimidente” by fans online, fuses contemporary flair with an unmistakable nod to Earnhardt’s legacy. The company’s all-caps social media cheer declared its excitement for the upcoming race, inviting NASCAR viewers and Chili’s lovers alike to tune in for the big reveal:
“IT’S TIME TO RIDE THE ‘DENTE AGAIN’TE!!!!!!!! Catch Carson Hocevar on the track this weekend in Austin in an all new look… with plenty more to come this season.”
— Chili’s Grill & Bar (@Chilis)
Chili’s framed the new car as “faster, meaner, colder and faster,” reflecting both a playful embrace of racing culture and their ongoing effort to remain in the social spotlight. With the “Dente” look primed to turn heads and push boundaries, the connection between the past and present in NASCAR could not be clearer.
Fans Celebrate the Chili’s and Hocevar Team-Up
The reaction online has been intense and overwhelmingly positive. Many fans are thrilled by the Chili’s and Hocevar combination, with the restaurant’s staple menu items—like the Triple Dipper—mirroring the buzz on race day. Supporters took to social media to rave about the deal and the new paint scheme:
“I’m so glad you figured out the correct driver of the Chili machine”
— Daddy Luttrell 7️⃣7️⃣✝️
“This is the best move @Chilis has ever made. I’m about to invest in triple dippers and maybe even invent a septuple dipper for the #77”
— Porky
“AS GOOD AS A TRIPLE DIPPER AND MARG pic.twitter.com/mpDebUePPm”
— ☆ ☆ MAP ☆ ☆
“Definitely going for a triple dipper while we watch the race on Sunday 🌶️ 🌶️ 🌶️”
— Joe
“@Chilis I will be attending my local triple dipper dispensary within the hour because of this ad. Sensational.”
— LosBravosBurner
The announcement has also encouraged fans to share photos, memes, and tributes, creating an energetic feedback loop between NASCAR’s racing world and Chili’s loyal customer base. The synergy between the brand and Hocevar’s driving style has many supporters predicting a highly successful partnership—both on and off the track.
A Tribute to Racing Heritage and Modern Marketing Success
As the No. 77 “Big Chili” Chevrolet prepares to hit the road course at Circuit of the Americas in Austin, fans and commentators continue to make connections between Hocevar’s aggressive approach, Dale Earnhardt’s iconic legacy, and Chili’s clever branding. Some have even adopted “Intimidente” as a cheeky moniker for the car, pointing out the seamless blend of homage and originality.
Carson Hocevar himself has joined the conversation online, embracing his all-black look reminiscent of the “Man in Black” while receiving praise for the bold partnership. Chili’s, meanwhile, expects the collaboration to generate not just social media buzz but a noticeable increase in demand for its Triple Dippers and other menu favorites, proving how successful marketing, a strong fan base, and motorsports can mix for unforgettable results.
With the Chili’s paint scheme debuting in a high-profile race this weekend and plenty of plans for future appearances, all eyes will be on the Carson Hocevar Chili’s paint scheme and the unique energy it brings to the NASCAR Cup Series. As fans prepare to cheer on Hocevar and sample the latest Chili’s offerings, it’s clear that this partnership has set a new standard for creative collaborations in sports and promotion.
IT’S TIME TO RIDE THE 'DENTE AGAIN'TE!!!!!!!!
Catch @CarsonHocevar on the track this weekend in Austin in an all new look… with plenty more to come this season. @SpireMotorsport
Must be 21+ to consume alcohol, Enjoy the Dente responsibly pic.twitter.com/ovG0lCxIaV
— Chili's Grill & Bar (@Chilis) February 24, 2026
I'm so glad you figured out the correct driver of the Chili machine
— Daddy Luttrell 7️⃣7️⃣✝️ (@josephcluttrell) February 24, 2026
This is the best move @Chilis has ever made. I’m about to invest in triple dippers and maybe even invent a septuple dipper for the #77
— Porky (@porksmush) February 24, 2026
AS GOOD AS A TRIPLE DIPPER AND MARG pic.twitter.com/mpDebUePPm
— ☆ ☆ MAP ☆ ☆ (@simplylovelymap) February 24, 2026
Definitely going for a triple dipper while we watch the race on Sunday 🌶️ 🌶️ 🌶️
— Joe (@JB_In_SC) February 24, 2026
@Chilis I will be attending my local triple dipper dispensary within the hour because of this ad. Sensational.
— LosBravosBurner (@MH23Supporter) February 24, 2026
— Carson Hocevar (@CarsonHocevar) February 24, 2026
