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BJ’s Restaurant and Brewhouse is expanding its menu with a new range of handcrafted crispy chicken sandwiches. The launch, effective 25 June, introduces three distinct flavour profiles to the chain's current offering, alongside a value-focused meal deal programme.
The introduction of the new chicken sandwich line follows a broader initiative to innovate the chain's core menu, which has traditionally focused on pizza and the brand's signature Pizookie dessert items. Heidi Rogers, Chief Marketing Officer at BJ’s Restaurants, Inc., stated that the new additions are intended to provide guests with increased variety and customisation options. The move also serves to reinforce the brand's value proposition through integrated meal deals.
New Chicken Sandwich Offerings
The updated menu features three core variations of the new sandwich, each utilising crispy fried chicken on a brioche bun. The range includes:
🌶️ Korean Sweet & Spicy Chicken Sandwich: Featuring an Asian glaze, in-house pickled vegetables, sesame seeds, and sriracha aioli.
🍗 BJ’s Classic Crispy Chicken Sandwich: Offered plain or with a choice of signature sauces—including Honey BBQ, Peppered BBQ, Hot Honey Buffalo, Tatonka Stout Buffalo, or Nashville Hot—topped with coleslaw, dill pickles, and mayonnaise.
🐔 BJ’s Original Crispy Chicken Sandwich: Prepared with lettuce, tomatoes, dill pickles, and honey mustard.
Promotions
To support the launch, the brand is leveraging its existing Pizookie Meal Deal. Starting 25 June, guests can purchase the Original Crispy Chicken Sandwich combined with a personal Pizookie for a set price. This promotion is available from Monday through Friday, a strategy intended to drive weekday foot traffic and increase average transaction value.
In addition to the sandwich launch, the company is reintroducing its Graham Cracker S’mores Pizookie to the seasonal dessert menu. This item features a Ghirardelli triple chocolate cookie base, topped with graham cracker crumbles, toasted marshmallows, and vanilla bean ice cream.
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