At Texas Roadhouse, recognition has become a way of life. From servers to managing partners, every “Roadie” (as employees proudly call themselves) is part of a culture built on appreciation, empowerment, and fun.

In a recent Awardco webinar, How Recognition Fuels Culture at Texas Roadhouse, Nick Fraser, Senior Director of Client Success at Awardco, sat down with Megan Spalding, Recognition & Partnership Specialist at Texas Roadhouse, to explore how the company sustains its people-first philosophy across more than 900 restaurants worldwide.

Read the recap here, and click here to watch the full webinar.

From steaks to smiles: a people-first philosophy

Texas Roadhouse’s founder, Kent Taylor, was famous for saying, “We’re a people-first company that just happens to serve steaks.” That belief drives everything—from how guests are treated to how every Roadie is celebrated.

As Megan put it:

“We live by ‘happy Roadie, happy guest.’ If we take care of our people, they’ll take care of our guests.”

This philosophy has stood the test of time. Over 30 years after the first restaurant opened, Texas Roadhouse continues to be known not just for its food, but for its family-like culture—a culture now powered by “Legendary You,” the company’s award-winning recognition program built with Awardco.

Building the “Legendary You” recognition platform

Before Awardco, Texas Roadhouse’s recognition efforts were mostly local. Managers gave gift cards or cash to reward hard work that they happened to see. However, Texas Roadhouse knew that wasn’t enough.

In 2017, they worked with Awardco to build the “Legendary You” program with a clear goal: build a scalable recognition platform that would:

• Reach more than 100,000 employees worldwide
• Streamline recognition across brands (Texas Roadhouse, Bubba’s 33, and Jaggers)
• Support both structured and spontaneous appreciation

The result is a digital platform that enables every manager to recognize their team in real time—with flexibility to customize it to fit their locations.

“Our managing partners are true owners of their restaurants,” Megan explained. “They can use Legendary You however they see fit. Some focus on anniversaries, others run daily contests. The program gives them freedom, consistency, and ease.”

Since its launch, Texas Roadhouse has gone from 4,000 recognitions in 2017 to a goal of 100,000 this year—a 25x increase in appreciation shared across the company.

Recognition that fits the work

In restaurants, most employees aren’t sitting at a desk. They’re behind the grill, at the bar, or serving guests. Reaching these deskless workers is one of the biggest challenges for any organization, but Texas Roadhouse found a simple, effective solution: AwardCodes™.

AwardCodes are branded physical cards loaded with digital recognition points. Managers hand them out in person, creating a tangible moment of appreciation that employees can redeem instantly by scanning a QR code.

“It’s the best of both worlds,” Megan said. “Managers can hand someone a card and say, ‘Great job today,’ and that Roadie immediately sees their points added online. It’s quick, personal, and powerful.”

The results have been remarkable.

• In 2024 alone, Texas Roadhouse gave out more than 478,000 points through AwardCodes—nearly half a million dollars in recognition value.
• By October 2025, the company had already surpassed 500,000 points, well on track to set a new record.

Managers love the simplicity, and employees love the instant gratification.

Making recognition meaningful at every level

While company-wide celebrations like “Living Legends” (for milestone anniversaries) or company-wide meat-cutting competitions showcase recognition on a grand scale, everyday appreciation matters most.

Restaurants use “Legendary You” to power both large programs and daily interactions:

• Anniversary milestones: Employees earn points and recognition for key tenure moments starting at three years.
  
• Training and development: Team members receive points for achieving certifications or completing professional development programs.
  
• Contests and performance incentives: Managers run creative competitions—from selling the most “smothered” steaks to promoting margarita kickers—with winners earning AwardCodes.
  
• Everyday appreciation: Managers use points to thank team members who step up for each other, like covering a shift or helping a teammate in need.
  

By combining structure with flexibility, the program keeps recognition authentic and relevant to every location.

The impact: lasting loyalty and stronger culture

In an industry known for high turnover, Texas Roadhouse’s results speak volumes:

• The company boasts tenure numbers far above industry averages, with 1,200 employees celebrating 10 years in 2026.
• 11 team members—including the company president—will hit 30 years of service that same year.

That kind of longevity is rare in hospitality, and it’s fueled by recognition, empowerment, and care.

“When people feel seen and valued, they stay,” Megan said. “Recognition drives engagement and helps our Roadies grow from servers to managing partners.”

That same spirit extends beyond the restaurants through “Andy’s Outreach,” a program funded by employees to help Roadies in need. From covering funeral expenses to providing emergency aid, it’s another reflection of the company’s belief that taking care of each other is at the heart of success.

Lessons from the Roadhouse

After years of building and refining “Legendary You,” Megan shared three lessons every company can learn from:

• Gather feedback: “Keep asking if people are happy with what you’re offering. Listen at every level—from executives to front-line staff.”
  
• Keep innovating: “Recognition should evolve with your people. Stay curious and look for new ways to reach everyone.”
  
• Put people first: “If you focus on your people in every decision, everything else falls into place.”
  

Recognition, like any great meal, is best when it’s shared. Texas Roadhouse’s journey proves that when you build recognition into your culture—not as a one-off project, but as a priority—you create loyalty, energy, and community that last a lifetime.

“Once a Roadie, always a Roadie,” Megan said with a smile. “That’s what makes this place so special.”

Recognition that grows with you

Recognition can build a culture that every employee loves, regardless of the industry. Enjoy greater engagement, retention, and happiness with impactful recognition and rewards.

Watch our full webinar with Texas Roadhouse, click here. To learn how Awardco can help your organization scale recognition that feels personal, visit awardco.com.