Beef Loving Texans is launching the 2025 Ultimate Beef Trail, a new digital passport that rewards Texans for hitting the road in search of the state's top beef dishes. The trail celebrates the flavors found across Texas as well as the communities, families and traditions behind the restaurants that serve them.

Running through Dec. 31, 2025, the Ultimate Beef Trail lets participants earn points and win prizes as they explore some of Texas' top beef dishes – complete with rancher recommendations – at restaurants from Amarillo to McAllen. New this year, road trippers can also find regional niche passes which offer focused culinary adventures, allowing Texans to tailor their beef experience to specific regions and specialties within Texas. The 2025 passes include the statewide Ultimate Beef Trail, Houston Burger Blitz, Surf & Turf Gulf Coast Adventure, South Texas Tex-Mex Trail, Dallas-Fort Worth Steak Trail, Panhandle Country Fried Steak Quest and Central Texas BBQ Trail.

"The Ultimate Beef Trail is back, now with new regional passes that highlight the delicious and diverse beef flavors and unique food culture across Texas," said Rachel Chou, director of consumer marketing for Beef Loving Texans. "From smoky brisket and sizzling fajitas to burgers and beyond, it's a chance to discover standout dishes while supporting the people who make beef dishes unforgettable. It's more than a meal; it's a road trip worth taking."

To participate, Texans can download the mobile pass via text or email. Every time they check in at a participating restaurant, participants earn 100 points. Points can be redeemed for exclusive merchandise including stickers, canvas bags, Nice to Meat Y'all T-shirts, brisket hats and Yeti tumblers, plus a grand prize entry. One grand prize winner will receive two tickets to Smoke Lab, a hands-on Beef Loving Texans smoking class and a weekend getaway in Austin, Texas.

Source: Beef Loving Texans