National Chain Features Great Steak of Texas Promotion with U.S. Rice to Celebrate National Rice Month
Texas Roadhouse and USA Rice Federation Team Up for September Steak & Rice Promotion
August 24, 2009- Growing national chain Texas Roadhouse Inc. and the USA Rice Federation are partnering in September to highlight the casual-dining restaurant’s hand-cut steaks and U.S.-grown rice during their Great Steak of Texas promotion. In recognition of September as National Rice Month, Texas Roadhouse will promote its signature seasoned rice with several of their popular steak dishes.
With over 300 units and 5,000 guests dining at each location weekly, Texas Roadhouse’s promotion is an effective way to communicate the importance of using the highest quality ingredients, like U.S. rice. It also reinforces that rice is an ideal flavor carrier that pairs well with steak and other proteins. Diners will be able to enjoy custom-seasoned rice with filet medallions, ribeyes, sirloin kabobs, and sirloin beef tips.
"Partnering with the USA Rice Federation presented an ideal opportunity to further reinforce our commitment to quality ingredients from American farmers," said Chris Jacobsen, Vice President of Marketing for Texas Roadhouse. "The September Great Steak of Texas event is one of our core promotions that our patrons look forward to each year, and we felt it would offer a fun and unique way to help celebrate National Rice Month."
Texas Roadhouse is an example of the foodservice industry’s growing emphasis on menuing more U.S.-grown foods. This shift is occurring with both chefs’ and consumers’ increasing commitment to supporting the health of the environment, natural resources, agricultural communities and the U.S. economy.
"USA Rice Federation and its members are excited to collaborate with a widely respected restaurant partner like Texas Roadhouse, which emphasizes providing the highest quality food and service to their customers," said Anne Banville, Vice President of Domestic Promotion for USA Rice. "The Great Steak of Texas promotion helps highlight the benefits of rice, a versatile ingredient that provides great taste and great value that both consumers and operators appreciate, along with the satisfaction of supporting U.S. farmers and our economy."
A variety of steak dishes featuring seasoned rice will be promoted through restaurant table and menu cards, flyers and lobby mobiles.
Other promotional efforts include:
- Website features on TexasRoadhouse.com and MenuRice.com
- Cooking segments on local television morning shows
- Rice Eating Contest for kids with Texas Roadhouse mascot Andy Armadillo
Texas Roadhouse menus a wide variety of popular items in addition to their hand-cut steaks including ribs, chicken, fish, fresh-baked breads and made-from-scratch side dishes. The restaurant was voted #1 in both menu variety and value in Restaurants & Institutions magazine’s Choice in Chains guest survey.
About Texas Roadhouse
Based in Louisville, Ky., Texas Roadhouse opened its doors in 1993. In just 16 years, the company has grown to 325 locations in 46 states. In 2006, readers Consumer Reports voted Texas Roadhouse as the top concept in the Pub/Grill category, and Forbes magazine ranked the company as one of the 200 Best Small Companies in 2007 and 2008. For more information, visit www.texasroadhouse.com.
About USA Rice Federation
The USA Rice Federation is the national advocate for all segments of the rice industry, conducting programs to build awareness and usage of U.S.-grown rice. U.S. rice accounts for over 80% of the rice consumed in America. It is grown and harvested by local farmers in five south central states and California according to the highest quality standards. The U.S. produces an abundance of short, medium and long grain rice, as well as specialty rices including jasmine, basmati, arborio, red aromatic and black japonica, among others. For more information, visit www.MenuRice.com.