Company Overview - BJ's Restaurants, Inc. is a national brand with over 200 casual dining restaurants across 31 states, known for its diverse menu including slow-roasted entrees, signature deep-dish pizza, and the world-famous Pizookie® dessert [6] - The company has been recognized for its excellence in the craft brewing industry, winning multiple awards including the 2025 Vibe Vista Award for Best Beer Program [6] Product Launch - BJ's has launched a new dessert called the SNICKERS® Pizookie®, which is a freshly baked brown-sugar cookie stuffed with SNICKERS® and topped with vanilla ice cream, chocolate shell, caramel sauce, and additional SNICKERS® pieces [2][3] - The SNICKERS® Pizookie® is available for dine-in only starting April 17, 2025, while supplies last, and is positioned as a perfect treat for celebrations or gatherings [4] Marketing Strategy - The company aims to enhance its dessert offerings by collaborating with iconic brands like SNICKERS®, which is expected to attract customers looking for indulgent and shareable desserts [4][5] - BJ's emphasizes the importance of creating memorable experiences around its desserts, positioning the SNICKERS® Pizookie® as a centerpiece for social gatherings [3][4] Collaboration with Mars - The partnership with Mars, Incorporated, the parent company of SNICKERS®, reflects BJ's strategy to innovate and elevate its menu offerings through collaboration with well-known brands [7] - Mars, Incorporated is a global family-owned business with over $50 billion in annual sales, producing a wide range of beloved brands, including SNICKERS® [7]

Core Concept - BJ's Restaurants, Inc. is launching a new savory Pizookie® called the Broccoli Cheddar Pizookie®, which features a broccoli cheddar cookie base topped with mashed potatoes and melted cheese sauce, available starting April 17, 2025 [1][2][3]. Product Innovation - The Broccoli Cheddar Pizookie® is described as a culinary masterpiece that challenges traditional dessert norms, combining unexpected flavors of cheddar and broccoli with comfort food elements [3][4]. - This new offering is part of BJ's commitment to flavor innovation and aims to provide a unique dining experience that celebrates unexpected pairings [4][5]. Marketing Strategy - BJ's emphasizes the Broccoli Cheddar Pizookie® as not just a dessert but an experience that encourages customers to explore new flavor dimensions while still offering classic options for those who prefer traditional sweets [5][6]. - The company positions this product as a conversation starter and a limited-time offering to create excitement and urgency among customers [4][5]. Company Background - BJ's Restaurants, Inc. operates over 200 casual dining restaurants across 31 states, known for its diverse menu that includes slow-roasted entrees, signature deep-dish pizza, and the world-famous Pizookie® dessert [7]. - The company has received multiple awards for its beverage programs and has been a pioneer in the craft brewing industry since 1996, highlighting its commitment to quality and innovation [7].