BJ's Restaurants demonstrating robust performance in the second quarter, operating at full capacity.
BJ's Restaurants, known for their popular Pizookie dessert, are experiencing a surge in success with several new initiatives and improvements.
The Pizookie, an ice cream-topped cookie dessert, is a key component of BJ's menu and has been successful in various forms, including the $13 meal deal, the jumbo Pizookie Platter, and limited-time flavors. The Pizookie Meal Deal, a value platform combining entrée and dessert options, is gaining traction and driving traffic throughout the week. Approximately 22% of checks at BJ's Restaurants include the Pizookie Meal Deal.
Guest satisfaction scores have reached multi-year highs, and the number of comped items has decreased significantly. This success can be attributed to the Pizookie Meal Deal, which contributes to a check average in the upper $40 range and a strong margin, despite the lower price point. Customers now have the option to opt for a soup or salad and can upgrade their Pizookie to a full size when ordering the Pizookie Meal Deal.
BJ's is preparing to roll out its reformulated pizza nationwide, featuring a Detroit-style crust and higher-quality ingredients. The new pizza version is currently performing well in test markets and will launch at all BJ's restaurants in November. The success of the new pizza will depend on taste and craveability.
BJ's is also focusing on menu innovation, simplifying their operations to enhance the experience for employees and customers. This focus on menu innovation is designed to improve execution efficiency and customer experience, creating a positive cycle of guest and team satisfaction. Additionally, BJ's is testing and learning to find the right add-ons for the Pizookie Meal Deal.
Operationally, BJ's has adopted AI-driven labor scheduling in select locations, leading to a significant reduction in labor costs and improved labor productivity. This technology optimizes staffing dynamically based on real-time demand, helping to increase restaurant operating profit margins from 15.0% to 16.0% in Q1 2025.
BJ's Restaurants had a successful quarter with a 2.9% increase in same-store sales and a 14.6% rise in restaurant-level operating profit. The Snickers version of the Pizookie became the third-best-selling seasonal Pizookie ever after its April launch. BJ's is planning to bring back a pull-apart monkey bread Pizookie following customer demand.
However, BJ's performance dipped slightly at the beginning of July due to macro factors such as the shift of the July Fourth holiday and record travel. Despite this, BJ's continues to expect same-store sales growth of around 2% for the full year.
These combined initiatives aim to narrow awareness gaps with larger competitors while delivering a consistent, high-quality dining experience. Reservations at BJ's restaurants increased by 42% in the second quarter, allowing for better staffing and preparation. Employees actively promote popular menu items like the Pizookie Plater and Frickles appetizer, further supporting sales growth.
In conclusion, BJ's Restaurants are thriving with their focus on menu innovation, value offerings, employee engagement, and operational technology, driving sales growth and improving guest satisfaction. The Pizookie Meal Deal, in particular, has been a significant contributor to BJ's recent success in driving visits.
Sports enthusiasts can now enjoy their favorite meals while watching games at BJ's Restaurants, as the Pizookie Meal Deal, a value platform combining entrée and dessert options, is gaining traction and driving traffic throughout the week. The Pizookie, an ice cream-topped cookie dessert, is a key component of BJ's menu and has been successful in various forms, including the $13 meal deal.
