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Hey, pardner: A Kentucky-based chain of steakhouses has added country music icon Willie Nelson as a partner.
Nelson, who lives near Dripping Springs, will have ownership in two new units of Texas Roadhouse - possibly in the Austin area and in Hawaii, where Nelson also has a home, says G.J. Hart, president of Louisville, Ky.-based Texas Roadhouse Holdings LLC. Nelson's involvement will help strengthen the Texas Roadhouse brand by building on its slogan, "Legendary Food, Legendary Service," Hart says.
"We believe Willie Nelson is a legend in his own right," Hart says.
Later this month, Texas Roadhouse restaurants will begin rolling out Willie's Corner, a booth that will contain Nelson memorabilia, Hart says. Nelson also will make restaurant appearances and be featured in some Texas Roadhouse marketing materials.
Furthermore, Texas Roadhouse is serving Nelson's own brand of bourbon, Old Whiskey River.
In addition, Texas Roadhouse restaurants will be the venue for the release of Nelson's latest album, "Farther...