In January, the Texas Land & Cattle chain was bought out by its top two executives, who pledged to refresh the brand, reestablish category leadership, and bring the concept back to its Texas roots.
Their boldest move to date was unveiled last week when the restaurant rolled out its new menu with the return of its signature Steak Soup and a handful of new dishes. The polished paper menus are now gone, replaced by a new design that better reflects the familiar Texas character beloved by the brand's guests.
“Our new menu sends an unmistakable message that we are listening to our most passionate guests, returning to our roots, and featuring the best of Texas cuisine,” says Scott Smith, chairman and chief executive officer of Texas Land & Cattle.
“While steak will always be the core of our brand, we are committed to celebrating the full breadth of the Lone Star State’s culinary treasures," he adds. "We have the Texas Coast, which brings us great seafood; the Texas Border, which allows us to share tacos and enchiladas with a unique Texas twist; and the Texas Plains, which deliver the savory indulgence of Country Fried Sirloin, our famous ribs and Hickory Smoked Chicken.”
Guest feedback on another major change, made in February, has been unequivocally positive. The company’s partnership with the sixth-generation Hartley Ranch in Stephenville allows Texas Land & Cattle restaurants to exclusively serve premium, 100-percent Angus beef from one of the top registered genuine Angus breeders in the United States. The cattle selected for this program have never received antibiotics or added growth hormones.
“We’ve made several improvements to the restaurants over the last year, but some of the changes frankly went against the grain of the brand,” says Tim Dungan, president of the Plano, Texas-based restaurant chain. “Our most loyal Guests spoke up and shared their frustration. We want them to know we heard them loud and clear, and we agree. We’ve brought back our signature Steak Soup, along with some delicious new items, and we’ve got a few more surprises around the corner that will delight them even more!”
With an eye toward attracting a younger demographic, Texas Land & Cattle is also emphasizing its wide array of Texas craft spirits, wines, and craft beers from local microbreweries such as Rabbit Hole and Lakewood Brewing Company.
“At Texas Land & Cattle, we believe in supporting all things Texas and we are committed to carrying Texas-made products whenever possible,” Dungan says. “Again, it’s Texans helping Texans. It’s as simple as that.”
Texas Land & Cattle owns and operates 26 restaurants in Texas, Arkansas, Missouri, New Mexico, and North Carolina.
