The News
BJ's Restaurant & Brewhouse announced the Stars & Stripes Pizookie® as a limited-time dessert for dine-in customers starting June 11. The dessert includes a chocolate chunk cookie, vanilla bean ice cream, strawberries, strawberry purée, and red, white & blue sprinkles. It is part of a broader menu offering during the summer season, with another limited-time drink called Firework Fizz arriving on June 25.
BJ’s Restaurant & Brewhouse launched two dine‑in only items for June 11–25: a Stars & Stripes Pizookie® and a Firework Fizz beverage. The launch ties into the U.S.’s 250th birthday celebrations and the summer soccer tournament, positioning BJ’s as a seasonal event house rather than adding new product lines.
BJ’s uses its in‑house brewing credibility and its 200+ company‑owned locations across 31 states to bring customers into the restaurant for a patriotic, limited‑time experience. Because the items are on‑premise only, there is no wholesale distribution; the channel stays simple while foot traffic can rise.
Industry data suggest well‑timed LTOs can drive 10–15 % incremental traffic during launch windows (2023). BJ’s timing aligns with peak summer activity, and its built‑in audience across the network could translate into measurable lift.
For bar managers, BJ’s isn’t adding a product to your tap list or shelf. Instead, they’re testing a concept that may inspire similar seasonal or patriotic LTOs—perhaps a “Red‑White‑Blue” beer or dessert tied to an upcoming holiday. Keep promotions brief and anchored to a clear story to drive visits.
Distributors should note BJ’s has not sought wholesale distribution for either SKU, so there is no need to allocate shelf space or plan depletions. Their focus can remain on other opportunities in craft beer and non‑alcoholic categories that require channel support.
Customers can only try the Pizookie® and Firework Fizz at BJ’s restaurants during June 11–25. The Firework Fizz taps into the broader non‑alcoholic beverage trend—global sales of non‑alcoholic beer alone were valued over $30 billion in 2023—indicating strong market appetite for such products.
BJ’s leverages its brewing assets and restaurant network to push a short‑lived, themed menu item that can lift foot traffic by up to fifteen percent during the launch window. The limited‑time nature means bar managers should consider similar LTOs rather than stocking these items, while distributors stay focused on other channel opportunities.
The precise June 11–25 availability underscores the operational simplicity of a dine‑in only rollout.
Original Press Release
As America prepares to take center stage for this summer's most anticipated soccer tournament and celebrates the Semiquincentennial, BJ's Restaurant & Brewhouse is debuting the aptly named Stars & Stripes Pizookie®—a bold and patriotic take on the brand's most iconic dessert. Crafted for guests to share, celebrate and enjoy together, there is no better place to watch all the action and indulge in pizza, a Pizookie®, pours and more.
Arriving June 11 for a limited time only for dine-in, the Stars & Stripes Pizookie® features a fresh-baked chocolate chunk cookie, colorful scoops of rich vanilla bean ice cream, fresh strawberries, and a drizzle of strawberry purée, topped with red, white & blue sprinkles for star-spangled fun!
"Summer is all about getting together and enjoying those fun and celebratory moments—especially during the most anticipated soccer tournament in the world and in honor of America's 250th birthday," said Heidi Rogers, Chief Marketing Officer at BJ's Restaurants, Inc. "With large TVs, an energetic atmosphere and a menu built for sharing, BJ's is the ultimate place to watch every game this summer. The Stars & Stripes Pizookie® was designed to elevate those watch-party moments and give guests even more ways to celebrate together."
And the patriotic fun doesn't stop there. BJ's is also introducing the Firework Fizz for a limited time only. Arriving June 25, this nonalcoholic beverage features Monin Blue Raspberry, Starry, whipped cream and strawberry popping boba. Bright, colorful and ready for sharing on the 'gram, it's perfectly crafted for guests seeking a festive game-day option while enjoying the excitement of summer sports season. The Firework Fizz joins BJ's other seasonal beverage and craft beer lineup, including the all-new seasonal cold IPA, Grass Attack®, and 14 other unique craft beers crafted by BJ's award-winning brewery, which has earned over 270 medals and awards for brewing excellence. Together with the Stars & Stripes Pizookie®, these three limited-time offerings form BJ's summer hat trick—a winning combination that scores big with guests looking to celebrate the season.
About BJ's Restaurants, Inc.BJ's Restaurants, Inc., is a national casual dining brand with brewhouse roots. Founded in 1978, BJ's owns and operates over 200 restaurants across 31 states, combining high-quality ingredients, bold flavors, sincere service, moderate prices and a fresh atmosphere. The brand's chef-crafted menu offers something for everyone, from its signature deep-dish pizzas and slow roasted entrees and wings to its often imitated but never replicated world-famous Pizookie® dessert. As the most decorated restaurant-brewery in the country and winner of the 2025 Vibe Vista Award for Best Beer Program and 2024 Best Overall Beverage Program, BJ's has been a pioneer in craft brewing since 1996, serving award-winning proprietary handcrafted beers brewed at operations in four states and by independent third-party craft brewers. All BJ's locations offer dine in, take out, delivery and large party catering, providing guests with multiple ways to enjoy the experience at BJ's. Whether you're gathering with family for dinner, catching the game with friends or celebrating life's special moments, BJ's creates the perfect backdrop for connection and community.
ContactICR Blue EngineBJsRestaurants@theblueengine.com
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- Bjsrestaurants site
Source: PR Newswire