Iconic Chicago restaurant will break into licensing with apparel, publishing and more.

The Billy Goat Tavern has appointed JRL Group to serve as its exclusive licensing agency.

The JRL Group will now work to develop a comprehensive licensing program for the restaurant with categories that include food, apparel, publishing, gifts and novelties.

The Billy Goat Tavern is home of the Original Chicago Burger and has been serving its “Cheezborgers” to Chicagoans since 1934. The restaurant currently boasts nine locations in the Chicagoland area and Washington D.C., with plans to expand to other cities.

Additionally, the Tavern has been highlighted in numerous newspapers and was the inspiration behind the “Saturday Night Live” “Cheezborger!” skit.  The restaurant is also considered a Chicago landmark.

“We are thrilled to be working with a Chicago legend to extend the brand into new channels and markets,” says Andrew Lieb, president, JRL Group. “There are some who can’t get to The Billy Goat as often as they’d like, and we look forward to bringing the unique experience to consumers through a variety of retail channels.