BJ's Restaurants, Inc. operates full-service restaurants in the United States. Its restaurants offer pizzas, craft and other beers, appetizers, entrées, pastas, sandwiches, specialty salads, and desserts. T
BJ’s is a national restaurant chain that, as of February 26, 2025, owned and operated various restaurants located in 31 states.
The company’s restaurants feature a broad menu with approximately 100 menu items designed to offer something for everyone including: slow roasted entrees, such as...
BJ's Restaurants, Inc. operates full-service restaurants in the United States. Its restaurants offer pizzas, craft and other beers, appetizers, entrées, pastas, sandwiches, specialty salads, and desserts. T
BJ’s is a national restaurant chain that, as of February 26, 2025, owned and operated various restaurants located in 31 states.
The company’s restaurants feature a broad menu with approximately 100 menu items designed to offer something for everyone including: slow roasted entrees, such as prime rib, EnLIGHTened Entrees such as its Cherry Chipotle Glazed Salmon, its original signature deep-dish pizza, and the world-famous Pizookie dessert. The company also offers its award-winning BJ’s craft beers, which are produced at four in-house brewing facilities, two standalone brewpubs and by independent third-party brewers using its proprietary recipes, alongside a full bar featuring innovative cocktails.
Business Strategy
While its core strategy has remained consistent, the company is always striving to evolve and enhance its guests’ experience. The company's Gold Standard of Operational Excellence is focused on the following key areas that help differentiate BJ’s from other full-service restaurants: high-energy atmosphere and facilities; broad and distinctive menu; award winning, proprietary craft beer; everyday value proposition; a culture committed to gracious service and hospitality; technology at the right time; and bringing the brewhouse home to its guests.
Marketing and Advertising
The company's marketing strategy is designed to foster brand awareness, deepen guest engagement, and drive visit frequency through a mix of digital innovation, localized outreach, and in-restaurant experiences. The company's key objectives include increasing visit frequency among existing guests, while building awareness and cultivating new brand fans. By integrating digital innovation, localized outreach, earned marketing, and personalized guest engagement, the company's holistic strategy positions BJ’s to remain competitive, while delivering superior food, hospitality, and memorable dining experiences.
The company's marketing strategy is to integrated marketing and media strategies; local restaurant marketing; in-restaurant messaging and promotions; loyalty and personalization; and data-driven insights.
Seasonality and Adverse Weather
The company's business is impacted by weather and other seasonal factors that typically affect other restaurant operations. Holidays, (and shifts in the holiday calendar), and severe weather, including hurricanes, tornadoes, thunderstorms, snow and ice storms, prolonged extreme temperatures, and similar conditions, may impact restaurant sales volumes in some of the markets where it operates. Many of the company's restaurants are located in or near shopping centers and malls that typically experience seasonal fluctuations in sales.
Trademarks and Copyrights
The company’s trademarks and service marks domestically registered with the United States Patent and Trademark Office include, among others, the company’s stylized logos displaying the name BJ’s for beer, restaurant services, restaurant and bar services, on-line ordering and take-out restaurant services and the word mark BJ’s for beer, restaurant and bar services, take-out and carry-out restaurant services. The company has also registered with the United States Patent and Trademark Office many of its standard and seasonal beer logos and names, as well as many of its signature menu item names, including Pizookie for its proprietary dessert and Enlightened Entrees and Craft Matters for its branding. The company has also registered its BJ’s logo mark in a number of foreign countries. The company has also registered its ownership of the internet domain name www.bjsrestaurants.com and other internet domain names.
Government Regulations
The company is subject to the regulations of the Immigration and Customs Enforcement (‘ICE’) branch of the United States Department of Homeland Security.
The company’s restaurants and brewing operations are subject to ‘tied house’ laws and the ‘three tier system’ of beverage alcohol distribution, which were introduced by various states after the repeal of Prohibition.
The company is subject to ‘dram-shop’ statutes in California and other states in which it operates.
The company’s facilities must comply with the applicable requirements of the Americans with Disabilities Act of 1990 (‘ADA’) and related state statutes.
History
The company was founded in 1978. The company was incorporated in 1991. The company was formerly known as Chicago Pizza & Brewery, Inc. and changed its name to BJ's Restaurants, Inc. in August 2004.