Consumer Marketing

May 23, 2024

Explore The Best Of Beef With The New 'Ultimate Beef Trail' Digital Pass

The Texas Beef Council (TBC) and its consumer-facing brand, Beef Loving Texans, are launching the “Ultimate Beef Trail” digital pass, a comprehensive guide to the best beef dishes throughout the Lone Star State. The pass celebrates and showcases the diverse culinary landscape of Texas, highlighting restaurants that deliver exceptional beef experiences. The program will run from through October 31, 2024.

Ultimate Beef Trail

Individuals who download the Ultimate Beef Trail on their mobile devices and then check in at participating restaurants can win prizes, including stickers, bandanas, canvas bags, t-shirts, hats, and tumblers. Participants will also be entered to win a grand prize of two tickets to the Ultimate Beef Loving Texans Smoke Lab, a class on smoking beef, and a weekend getaway in Austin. 

The Ultimate Beef Trail builds upon the success of last year’s “BBQuest – Take on Texas BBQ pass that encouraged people to experience delicious BBQ from the restaurants featured throughout all three seasons of TBC’s popular streaming series.

“Texas has so many wonderful restaurants, all with their own unique flavor and atmosphere,” said Adriana Mora, TBC’s manager of consumer marketing. “Last year, we enjoyed introducing Texans to the restaurants featured on BBQuest, and we knew we wanted to create another fun experience to encourage beef lovers – from city dwellers to beef producers and everyone in between – to try even more of the delicious beef meals Texas restaurants have to offer.”

Earlier in 2024, TBC asked all beef-loving Texans to nominate their favorite restaurants, giving them the chance to be included on the Ultimate Beef Trail. TBC received more than 600 restaurant nominations, demonstrating the passion that Texans far and wide feel for their favorite diners, bistros, cafes, and barbecue joints. 

TBC will promote the pass on social media, at events, and with targeted groups, including the Texas Beef Team. Various food and travel influencers will also spread the word on their own social media platforms.

“The Ultimate Beef Trail offers Texans the opportunity to engage with our Beef Loving Texans brand in a tangible way,” Mora said. “It allows us to tell a story of how much Texans love beef through the number of pass downloads, restaurant check-ins, and prize redemptions. In other words, we’re able to develop a relationship that will encourage these consumers to eat beef, now and in the future.”

To download the Ultimate Beef Trail, visit