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Happy Hour at BJ’s Goes Virtual

BJ’s Restaurants Inc. is the latest to meet up with its followers virtually, as more marketers get creative with leveraging digital outside of social media posts.

The Huntington Beach-based restaurant operator (Nasdaq: BJRI) partnered with Guinness to host its first-ever virtual happy hour late last month.

The hour-long event, hosted over Zoom, included a conversation on beer histories, guidance on pouring and a Q&A with BJ’s Original Brewmaster Alex Puchner, Research and Development Director Aaaron Stueck and Guinness ambassador Eoghain Clavin.

Attendees could buy the beers featured in the event from a BJ’s restaurant or another retailer ahead of the happy hour to follow along with the conversation.

The event attracted 271 sign-ups, with the company saying it received “a positive response” to the first event with the aim of continuing to stay connected with consumers in “new and innovative ways.”

The company, OC’s third-largest restaurant operator by sales, notched a 4% revenue gain last year to $1.2 billion across 211 locations. BJ’s last month said it raised $70 million from Panera Bread founder Ron Shaich’s Act III Holdings and funds advised by T. Rowe Price.

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