DENVER, April 30, 2026 – As Route 66 marks its 100th anniversary, the Beef. It’s What’s For Dinner. brand—funded by Beef farmers and ranchers—is turning America’s most iconic highway into a coast‑to‑coast celebration of beef with the Route 66 Beef Trail. The Beef Trail is a coordinated effort between state beef councils spanning all eight states along the iconic route and the National Cattlemen’s Beef Association’s (NCBA’s) Beef Checkoff-funded programming.
Two icons of Americana, the Beef. It’s What’s For Dinner. brand and Route 66 just make sense. And now, with the launch Route 66 Beef Trail Road trippers will be able to easily explore the people, places and flavors that make beef a staple as they celebrate the 100 years of the Mother Road.
The Route 66 Beef Trail is a mobile‑exclusive digital passport that highlights beef‑forward restaurants, historic landmarks and cultural attractions across all eight Route 66 states. To bring the road trip to life state beef councils in Illinois, Missouri, Kansas, Oklahoma, Texas, New Mexico, Arizona and California came together to highlight local stops, share regional beef stories and create a unified experience celebrating both the centennial and the cattle‑producing communities along the route.
Travelers can sign up for the free mobile pass and check in at participating locations to earn points, redeem prizes and learn about beef’s role in shaping the communities along the Mother Road. From historic stockyards and family‑owned steakhouses to modern barbecue favorites, the Beef Trail highlights the diversity of beef experiences available to millions of summer road‑trippers.
To explore the Route 66 Beef Trail and see how Beef Checkoff partners are bringing the centennial to life, visit our Route 66 Beef Trail home page.
