Marketing

Texas Roadhouse is selling candles that smell like honey cinnamon butter

The candles are part of the steakhouse chain’s new online merch store, where superfans can buy shirts, hats and other items.
Texas Roadhouse candle
Honey Cinnamon Butter candles cost $12 each. / Photo courtesy of Texas Roadhouse

Texas Roadhouse is turning one of its most beloved menu items into a candle.

The steakhouse chain is now selling Honey Cinnamon Butter candles, with a scent inspired by the sweet butter it serves with its fresh-baked rolls. (And no, it’s not edible.)

The 13-ounce candles cost $12 and are the headlining item of the chain’s new online merch store, which also sells T-shirts, sweatshirts, hats, tumblers and more.

Customers have apparently been asking for Texas Roadhouse merchandise for years, said CEO Jerry Morgan 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,” he said.

The shop also includes grill-at-home steaks, which the chain launched last year.

Roadhouse joins a number of other restaurant brands that have begun selling merch as a new way to engage with guests. Chili’s, P.F. Chang’s, Dunkin’ and Taco Bell have all sold apparel online, often in limited quantities that quickly sell out.

Quirky candles and other scented products have been popular and tend to generate buzz online. Chipotle last month rolled out a “water cup candle” that smells like lemonade, a jab at guests who abuse the chain’s free water cup policy. And KFC’s herbs-and-spices-scented fire log has become a holiday staple.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Financing

In Red Lobster, a symbol of the challenges with casual dining

The Bottom Line: Consumers have shifted dining toward convenience or occasions, and that has created havoc for full-service restaurant chains. How can these companies get customers back?

Financing

Crumbl may be the next frozen yogurt, or the next Krispy Kreme

The Bottom Line: With word that the chain’s unit volumes took a nosedive last year, its future, and that of its operators, depends on what the brand does next.

Technology

4 things we learned in a wild week for restaurant tech

Tech Check: If you blinked, you may have missed three funding rounds, two acquisitions, a “never-before-seen” new product and a bold executive poaching. Let’s get caught up.

Trending

More from our partners