One of America’s most beloved comfort food brands is roaring back to the racetrack with an activation that’s set to fuel fans like never before.
When the green flag drops at the 2026 Daytona 500, Chef Boyardee will be front and center: not just on the hood of the No. 47 Chevrolet, but throughout the entire race-week experience. This marks a significant milestone for the iconic pasta brand following its acquisition by Hometown Food Company, signaling a new era of growth, innovation, and fan engagement in the food and beverage industry.
A Historic Partnership Accelerates Into 2026
Chef Boyardee’s return to NASCAR comes through a strategic motorsports partnership with KHI Management and Hyak Motorsports. The brand will activate alongside Hyak Motorsports’ No. 47 Chevrolet, driven by fan-favorite and 2023 Daytona 500 champion Ricky Stenhouse Jr.
This isn’t just any sponsorship: it’s a continuation of a 12-year relationship that has seen Stenhouse become an ambassador for the brands under Brynwood Partners’ portfolio. The partnership spans three primary races in 2026: the NASCAR Clash at Bowman Gray Stadium on February 1, the Daytona 500 on February 15, and Talladega Superspeedway on April 26. Chef Boyardee will also serve as an associate sponsor throughout the entire NASCAR Cup Series season.
“Ricky has been an incredible ambassador for our brands in the 12 years that we have been sponsoring his car in the Cup Series,” said Henk Hartong, Chairman and CEO of Brynwood Partners. “We are excited to bring Chef Boyardee back to the track at Daytona and Talladega this season, both places where Ricky has taken the checkered flag previously. We look forward to bringing the Chef Boyardee 47 to Victory Lane at Daytona in February.”
Fueling Fans with a Record-Setting Meal Giveaway
In what’s shaping up to be one of the most ambitious brand activations in recent food and beverage news, Chef Boyardee plans to distribute more than 100,000 meals directly to fans throughout race week. This represents one of the largest single-event food giveaways in the brand’s nearly century-long history.
The timing couldn’t be more relevant for the food service industry. With grocery prices remaining a top concern for households across the nation, this activation reinforces Chef Boyardee’s position as a familiar, affordable staple that has fed generations of American families. For hospitality industry professionals and food and beverage management experts, this approach demonstrates how legacy brands can leverage experiential marketing to strengthen consumer loyalty while addressing real economic concerns.
Meet the Ravioli Roamer: Fan Experience Takes Center Stage
At the heart of Chef Boyardee’s Daytona 500 activation is the Ravioli Roamer: a custom branded vehicle designed to deliver surprise-and-delight moments across the entire race venue. This mobile experience will travel through the infield, midway, and campgrounds, creating unexpected meal giveaways during peak moments throughout the weekend.
The Ravioli Roamer will show up when fans need it most:
- Campground check-ins to welcome arriving race enthusiasts
- Post-race snack runs for hungry fans leaving the stands
- Late-night munchies for those camping on the infield
Beyond the roaming vehicle, fans can expect a full slate of interactive experiences designed to create memorable brand moments:
- Chef Boyardee Fan Hub featuring interactive games and photo opportunities
- Surprise appearances by Ricky Stenhouse Jr. with meet-and-greets and exclusive giveaways in select zones
- High-energy sampling moments designed to keep fans fueled throughout the entire race weekend
For food and beverage companies looking to connect with consumers, this multi-touchpoint approach offers a masterclass in experiential marketing. Similar to how restaurants create memorable guest experiences, Chef Boyardee is building emotional connections through unexpected moments of generosity and fun.
New Ownership, New Chapter for an American Icon
The Daytona 500 activation marks a significant moment for Chef Boyardee under its new ownership structure. Hometown Food Company acquired the Chef Boyardee business from Conagra in June 2025, and is now significantly increasing marketing investment behind the famous brand.
Hometown Food Company, based in Chicago, was formed by Brynwood Partners in August 2018. The portfolio includes an impressive roster of beloved American food brands:
- Exclusive U.S. rights to Pillsbury™ brand shelf-stable baking products, including Funfetti®
- Hungry Jack®
- Birch Benders®
- Arrowhead Mills®
- White Lily®
- Jim Dandy®
- De Wafelbakkers®
- Martha White®
For those tracking food and beverage trends, this acquisition signals continued consolidation in the consumer packaged goods space, with private equity firms like Brynwood Partners seeing value in established brands with strong consumer recognition.
The Daytona 500 activation offers a preview of what’s ahead for Chef Boyardee, with plans for brand refreshes, product innovation, and new launches beginning in 2026: all while staying true to the flavors and formats that have made the brand a household name since 1928.
The Team Behind the No. 47 Chevrolet
Understanding the motorsports partnership requires knowing the players involved. Hyak Motorsports is the NASCAR Cup Series team formerly known as JTG Daugherty Racing. Rebranded in late 2024, the organization is led by principal owner Gordon Smith alongside co-owners Brad Daugherty, Mark Hughes, and Ernie Cope.
The team fields the No. 47 Chevrolet for Ricky Stenhouse Jr. and maintains a technical alliance with Hendrick Motorsports. The name “Hyak,” meaning “fast,” reflects the organization’s renewed focus on performance both on and off the track.
KHI Management, the full-service sports and entertainment marketing agency founded by NASCAR Cup Series champion Kevin Harvick, played a critical role in connecting Chef Boyardee with Hyak Motorsports. This partnership structure demonstrates how the food and beverage industry increasingly relies on specialized agencies to create meaningful sports marketing activations.
Why This Matters for the Food and Beverage Industry
Chef Boyardee’s NASCAR activation offers several lessons for food and beverage management professionals and hospitality industry leaders:
1. Nostalgia Sells: By leaning into its heritage while modernizing the brand experience, Chef Boyardee demonstrates how legacy brands can remain relevant. Similar principles apply to restaurant concepts looking to blend tradition with innovation.
2. Experiential Marketing Creates Loyalty: In an era of digital fatigue, face-to-face brand interactions carry significant weight. The combination of product sampling, celebrity appearances, and surprise-and-delight moments creates shareable experiences that extend far beyond race day.
3. Value Messaging Resonates: Positioning Chef Boyardee as an affordable family staple during economically challenging times shows sophisticated understanding of consumer sentiment. Food and beverage companies that acknowledge and address real-world concerns build stronger connections.
4. Strategic Partnerships Amplify Impact: The collaboration between Hometown Food Company, KHI Management, and Hyak Motorsports demonstrates how the right partnerships can multiply marketing effectiveness.
Looking Ahead
As Chef Boyardee prepares to paint the track at Daytona with its signature red and white livery, the activation represents more than a sponsorship deal: it’s a statement of intent from Hometown Food Company about the brand’s future.
By pairing one of motorsports’ most iconic races with one of America’s most iconic food brands, Chef Boyardee’s Daytona 500 presence celebrates comfort, culture, and connection; one plate at a time.
For more information about Chef Boyardee, visit bobbysburgers.com. To learn about franchise opportunities, visit bobbysburgers.com/franchising.
What’s your favorite Chef Boyardee memory? Drop a comment below and tell us how you’ll be watching the Daytona 500 this February!
Meta Description: Chef Boyardee returns to NASCAR at the 2026 Daytona 500 with a 100,000-meal giveaway and new Hyak Motorsports partnership under Hometown Food Company ownership.
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Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
