BJ's Restaurant & Brewhouse](https://www.bjsrestaurants.com) is rolling out an all-new holiday menu across its 200-plus locations in 31 states, anchoring the seasonal push around steakhouse-inspired centerpieces and a reformulated version of its signature Pizookie dessert.
The limited-time lineup launched November 5 and runs through the end of the year — a critical traffic window for casual-dining operators competing against retail gifting and home entertaining for share of wallet.
The New Menu
The anchor entrée is the Hawaiian Rib Eye, a 16-ounce marinated cut finished with a Hawaiian glaze, grilled pineapple and BJ's house seasoning salt. On the shareable sides front, the chain is debuting Truffle Mac & Cheese — cavatappi pasta in white truffle oil and white cheddar sauce, topped with Gruyère, Jack cheese and a Parmesan panko crust, served skillet-style. The side reportedly sold out during test-market runs. Loaded Mashed Potatoes and Truffle Fries round out the shareable lineup, leaning into the steakhouse vernacular that has driven premiumization across full-service dining in recent years.
For beverages, BJ's is adding the Glittery Goose Sangria and Caramel Macchiato Martini to the bar menu, alongside the return of its 27th Annual Grand Cru, a limited-time Belgian-style holiday ale. The Grand Cru ties directly to BJ's positioning as the most decorated restaurant-brewery in the country, with over 270 medals earned since 1996.
Pizookie Gets an Upgrade
The headline dessert move is the return of the Biscoff Pizookie, now reformulated as the Biscoff Brown Butter Pizookie. BJ's cites 65% consumer interest in brown butter desserts in 2026 as the flavor-trend driver behind the reformulation. The new base replaces the original cookie foundation with a brown butter cookie, served warm with two scoops of vanilla bean ice cream, cookie butter drizzle, Biscoff crumbles and a whole Biscoff cookie. It joins the recently launched Nutella Gone Bananas Pizookie, giving the dessert program two shareable seasonal options — a format that continues to perform well for casual-dining operators looking to lift per-table check averages.
"This year, we've taken inspiration from what our guests love and crave and created a holiday lineup that feels both familiar and exciting," said Monika Saxena, EVP and Brand President at BJ's Restaurants. "From elevated steakhouse-inspired favorites to new twists on our signature Pizookie, everything reflects the craft, creativity and care that go into making every visit to BJ's worth celebrating."
Gift Cards and Promotions
BJ's is pairing the menu launch with a tiered gift-card promotion running November 5 through December 31. Guests who purchase $50 in gift cards receive a $10 bonus card; a $100 purchase unlocks a $20 bonus card plus a 20% off VIP card. A Cyber Weekend exclusive (November 27–30) bumps the bonus on a $100 online purchase to $25. In-restaurant buyers at the $100 tier also receive two collectible holiday pint glasses, excluding Arizona and Texas locations where offer terms differ. Bonus cards and VIP discounts are redeemable January 4–31, 2027, structuring the promotion to pull traffic into the typically slower post-holiday period.
The gift-card mechanic is a proven traffic driver in the casual-dining and foodservice segment, where deferred redemption windows help operators smooth January volume. For operators and buyers tracking limited-time offer strategy at full-service chains, BJ's holiday rollout reflects a broader industry pattern: anchor an LTO around a premium protein, surround it with shareable sides that lift check, and use a signature dessert platform — in this case the Pizookie — as the repeatable, ownable close.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
