BJ's Restaurant & Brewhouse Gets 'Nutty' and Partners with Mars to Launch the New SNICKERS® Pizookie®
Rhea-AI Summary
BJ's Restaurant & Brewhouse (NASDAQ: BJRI) has announced a new partnership with Mars to launch the SNICKERS® Pizookie®, available starting April 17, 2025. This new dessert offering features BJ's signature Pizookie® stuffed with SNICKERS® candy, topped with vanilla ice cream, chocolate cone coating, caramel sauce, and SNICKERS® pieces.
The launch follows the successful reintroduction of their Fryckle Pizookie® and comes after the company considered but ultimately rejected the idea of a Broccoli Cheddar Pizookie®. According to Heidi Rogers, senior vice president of marketing, the decision to collaborate with SNICKERS® was driven by the desire to create a shareable, celebratory dessert experience. The new SNICKERS® Pizookie® will be available for dine-in only at all BJ's locations while supplies last.
Positive
- Partnership with major brand Mars/SNICKERS could drive increased dessert sales
- Extension of successful Pizookie product line with new variant
- Strategic focus on high-margin dessert offerings
Negative
- availability (while supplies last) may impact sustained revenue potential
- Dine-in only restriction limits sales channels
Starting April 17, guests can enjoy BJ's signature dessert stuffed with SNICKERS® and topped with vanilla ice cream, chocolate cone coating, caramel sauce and SNICKERS® pieces.
We've teamed up with SNICKERS® to bring you a chocolatey, nutty, caramel masterpiece. The SNICKERS® Pizookie® is more than a world-famous Pizookie® dessert; it's a moment. Stuffed with SNICKERS® and topped with vanilla ice cream, chocolate cone coating, caramel sauce and SNICKERS® pieces, this new take on BJ's world-famous dessert is quite the upgrade. Whether you're treating your crew to something sweet or celebrating a milestone with friends and loved ones, the SNICKERS® Pizookie® is the perfect way to turn any gathering into a social splurge. At BJ's, we believe desserts should be as shareable as they are unforgettable—and this one's guaranteed to be the star of the table.
"After relaunching our successful Fryckle Pizookie®, we were torn on what Pizookie® to launch to our guests next—a Broccoli Cheddar Pizookie® or a more traditional, sweet Pizookie®," said Heidi Rogers, senior vice president of marketing at BJ's Restaurants, Inc. "After flirting with the idea of another savory Pizookie®, our sweet tooth kicked in and we knew we had to give BJ's guests everything they deserve and more—a Pizookie® made to be shared, savored and celebrated together—the SNICKERS® Pizookie®! Collaborating with SNICKERS® and making a Pizookie® with such an iconic candy has not only allowed us to up our Pizookie® game, but hopefully bring real joy to our guests."
The new SNICKERS® Pizookie® is available starting April 17, while supplies last, for dine-in only at all BJ's Restaurant & Brewhouse locations. Whether you're celebrating a special occasion or just craving something sweet, this is one Pizookie® you won't want to miss.
So, forget about infusing vegetables into our famed dessert (we've learned our lesson), and treat yourself to a piece of pure, blissful indulgence with the SNICKERS® Pizookie®.
For more information on the SNICKERS® Pizookie® or to see the full Pizookie® menu, visit www.bjsrestaurants.com or follow @bjsrestaurants on Instagram, Facebook and X.
About BJ's Restaurants, Inc.
BJ's Restaurants, Inc. is a national brand with brewhouse roots where Craft Matters®. BJ's broad menu has something for everyone: slow-roasted entrees, like prime rib, BJ's EnLIGHTened Entrees® including Cherry Chipotle Glazed Salmon, signature deep-dish pizza and the often imitated, but never replicated world-famous Pizookie® dessert. The winner of the 2025 Vibe Vista Award for Best Beer Program, the winner of the 2024 Vibe Vista Award for Best Overall Beverage and the most decorated restaurant-brewery in the country, BJ's has been a pioneer in the craft brewing world since 1996 and takes pride in serving BJ's award-winning proprietary handcrafted beers, brewed at its brewing operations in four states and by independent third-party craft brewers. The BJ's experience offers high-quality ingredients, bold flavors, moderate prices, sincere service, and a cool, contemporary atmosphere. Founded in 1978, BJ's owns and operates over 200 casual dining restaurants in 31 states. All restaurants offer dine-in, take-out, delivery and large party catering.
About Mars, Incorporated
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a global, family-owned business, Mars is transforming, innovating, and evolving to make a positive impact on the world. Across our diverse and expanding portfolio of quality snacking, food, and pet care products and services, we employ 150,000+ dedicated Associates. With more than
For more information about Mars, please visit www.mars.com. Join us on Facebook, Instagram, LinkedIn and YouTube.
Contact
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SOURCE BJ’s Restaurants, Inc.
FAQ
When will the SNICKERS Pizookie be available at BJ's Restaurant (BJRI)?
What are the ingredients in BJ's new SNICKERS Pizookie dessert?
Is the SNICKERS Pizookie at BJRI available for takeout or delivery?
What other Pizookie flavors has BJRI recently launched?
