Popular casual dining chain Cheddar’s Scratch Kitchen has renewed and expanded its relationship with Richard Childress Racing (RCR) and driver Kyle Busch. The multi-year, multi-race deal will see Cheddar’s increase its primary sponsorship of Busch’s No. 8 Chevrolet.

“We’re excited to wave the green flag once again on our relationship with RCR, Kyle Busch, and the No. 8 team,” said Cheddar’s VP of Marketing John Felton. “Kyle and RCR have been tremendous partners in introducing NASCAR fans to Cheddar’s homestyle favorites. We look forward to cooking up even more together in 2024 and beyond.”

The RCR/Cheddar’s partnership first began in 2020 and has grown steadily each year. RCR provides strategic content, marketing, and communications support around the program. Promotions like the No. 8 Special Chicken Tender Platter and No. 8 eGift cards have resonated with race fans. Cheddar’s proximity to many racetracks makes it a popular stop for fans.

“It’s gratifying to see Cheddar’s find success by integrating Kyle and the No. 8 team into their marketing,” said RCR President Torrey Galida. “From paint scheme designs to menu items for Kyle Busch fans, they think creatively. We look forward to being part of their growth strategy for years to come.”

The Busch family has fully embraced Cheddar’s, with menu favorites like ribs, salmon, steak, and honey butter croissants. With over 180 locations nationwide, Cheddar’s is known for homemade American classics in a comfortable atmosphere. The renewed partnership will further cement Cheddar’s place in racing.

Image: Patrick Vallely