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Texas-Roadhouse-Honey-Cinnamon-Butter-Candles.jpg Texas Roadhouse Inc.
Texas Roadhouse Inc. is offering its signature honey cinnamon butter as a candle, along with other merchandise.

Texas Roadhouse among brands smelling success with candles

Honey Cinnamon Butter scent plays off signature item as others ignite merchandise

Texas Roadhouse Inc. is now offering Honey Cinnamon Butter candles joining a growing number of chains that apparently smell success in branded merchandise.

The Louisville, Ky.-based casual-dining turned its signature item into a limited-edition candle and began offering it last week along with other merchandise, which ranges from peanut brittle and socks to baby onesies and bottle-opener keychains.

Texas Roadhouse house joins companies that range from New York based Shake Shack Inc., with its burger and fries duo candles from Apotheke, and San Antonio, Texas-based Whataburger Inc., with spicy ketchup candles among items that have been offered in its Whatastore.

Minneapolis-based International Dairy Queen inc. has a wide variety of merchandise at its online store and Chicago-based McDonald’s Corp. offers journals and pool floats at its store.

While now apparently out stock, Louisville, Ky.-based KFC Corp. introduced its Jack Harlow Meal in June with limited-time branded hoodies and T shirts.

Texas Roadhouse said its candle offering had been a slow burn.

“Our fans have been requesting Texas Roadhouse merchandise for years,” said Jerry Morgan, Texas Roadhouse president and CEO, in a statement. “What better way to launch our retail efforts than a Honey Cinnamon Butter Candle, so guests can enjoy a little Texas Roadhouse at their own house?”

Texas Roadhouse’s Honey Butter Cinnamon candle is 13 ounces and sells for $12. The company says it burns for about 50 hours. 

The site also includes Texas Roadhouse Butcher Shop USDA choice steaks, the company’s mail-order steak offering. Texas Roadhouse Butcher Shop Steaks are available for purchase at or thru Amazon.

Texas Roadhouse, founded in 1993, has more than 610 locations in 49 states and 10 other countries. It also owns the casual-dining Bubba’s 33 and franchised fast-casual Jaggers concepts.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

TAGS: Marketing
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