Huntington Beach-based BJ’s Restaurant & Brewhouse (Nasdaq: BRJI) revealed the launch of the BJ’s Brewhouse Beer Club throughout California, ahead of further expansion of the program this year.
The rollout follows a pilot that began in the fall with eight BJ’s restaurants in the Sacramento area.
The company counts 62 restaurants in California and 210 total in 29 states.
BJ’s said it plans to continue expanding the footprint of the beer club program this year.
The club works by charging members $30 every other month for a beer club beer release. Membership also includes unlimited upgrades from a 16-ounce to 20-ounce beer while dining at restaurants, one $5 refill on growlers and large take-out deep dish pizza for each two-month period among other incentives.
The company is counting on the beer club, in addition to a virtual brand that’s being piloted, to help spur growth over the longer term.
BJ’s shares were trading up 1.4% to $59.61 in afternoon trading Wednesday. The restaurant operator had a recent market cap of $1.3 billion.
