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]