From Pit to Pizza Box

Dion’s Partnership Promotes Beef in New Ways

Texas barbecue and pizza are coming together in a new collaboration designed to put beef in front of consumers in a fresh, craveable way.

Funded by producers through the Beef Checkoff, Beef Loving Texans recently partnered with Dion's to launch a limited-time Brisket Pizza at restaurant locations in Lubbock and El Paso, with plans for additional expansion later this year.

The pizza features chopped smoked Brisket paired with onions, peppers, and jalapeños on signature Dion’s crust that brings a Texas barbecue favorite into a format that appeals to families, younger consumers, and pizza lovers alike.

“Our guests love big flavors, and nothing says Texas like brisket,” said Mark Herman, Dion’s CEO. “Partnering with Beef Loving Texans gave us the opportunity to create something that feels authentic and truly Texan.”

For Texas beef producers, partnerships like this are about more than creating buzz around a menu item. By collaborating with restaurants and food brands, Beef Loving Texans helps encourage Texans to choose beef meals more often — whether at home or when dining out.

“Our mission is to support Texas beef producers by inspiring people to enjoy beef in new and exciting ways,” said Rachel Chou, Director of Consumer Marketing at Texas Beef Council. “Putting brisket on a Dion’s pizza is a fun, delicious way to showcase the versatility and quality of beef.”

The promotion also helps showcase Brisket beyond traditional barbecue settings, demonstrating how beef can fit into a variety of meal occasions and flavor trends consumers already enjoy.

To build additional excitement around the launch, Dion’s customers are encouraged to visit BeefLovingTexans.com for a chance to win tickets to Smoke Lab, an interactive barbecue experience designed to build confidence and excitement around cooking beef at home.

The Brisket Pizza launched in May and will be available for a limited time while supplies last.