Multi-Unit Owners Open First Texas Location and Secure Sites in Major Metropolitan Areas Across the State
- Pepper Lunch, an experiential fast-casual brand with roots in Japan, launched its U.S. franchise program in 2023.
- The state’s first Pepper Lunch opened in March in the Dallas area; owner Phil Guo plans four more restaurants in North Texas.
- Franchisee Sizzling Hospitality, led by veteran restaurant executive Bobby Shaw, has signed leases for four sites in Texas just nine months after executing a development agreement for a total of 20 locations across Austin, Houston and San Antonio.
- Pepper Lunch has more than 570 locations in 17 countries with more than 120 North American restaurants under paid development commitments.
Pepper Lunch’s Texas rollout is moving quickly from signed franchise agreements to signed leases and openings. Officials with the Japanese-born experiential fast-casual brand say Texas was among the first states to fully sell out following the 2023 launch of the brand’s U.S. franchise program and is now fully committed for future development.
The first of the brand’s Texas-based restaurants opened in March in Frisco, which is north of Dallas, as part of a five-location agreement. Multi-unit owner Phil Guo, managing partner of PhilX Hospitality, plans additional North Texas locations in Carrollton, Plano, Prosper and McKinney. “Frisco is an incredible community with a dynamic and growing food scene,” Guo said in a statement. “As a local resident, I’m proud to introduce Pepper Lunch to our neighbors and bring this unique, high-quality dining experience here. We’re just getting started and look forward to expanding across North Texas.”
Elsewhere in the state, franchisee Sizzling Hospitality has secured four locations across the Austin and Houston metropolitan areas just nine months after signing a 20-unit agreement in September 2025. The franchise group led by veteran restaurant executive Bobby Shaw has locations in progress in the communities of Leander, Hutto and Kyle near Austin, and in Missouri City near Houston. Other restaurants are planned near Austin and Houston, as well as San Antonio. It expects to have as many as 10 leased sites by the end of June, with up to eight open within 20 months of becoming a franchisee.
Seasoned Owner-Operators
Pepper Lunch leaders say that in selecting franchise partners, the brand prioritizes hospitality experience, community focus and an ability to execute quickly and strategically.
Guo has more than 25 years of restaurant industry experience including a successful track record operating three JINYA Ramen Bar locations in North Texas. Pepper Lunch leaders say Guo’s passion and experience in hospitality and commitment to excellence make him an outstanding leader to grow the brand in North Texas.
Shaw’s background includes more than three decades helping grow brands including McDonald’s, Chipotle Mexican Grill, Texas-based Freebirds, and Salt & Straw, an artisanal ice cream brand. He says Pepper Lunch’s growth potential and experiential fast-casual format align with his passion for operational excellence and innovation. “Austin and Houston diners are always looking for something new and memorable,” he said in a statement. “Pepper Lunch delivers both. It combines the energy and excitement of an interactive dining experience with incredible food and a strong value.”
Demand for Experiential Fast-Casual Dining
Research shows that consumers increasingly seek dining experiences, and not just meals, according to Nation’s Restaurant News. Diners favor do-it-yourself cooking setups, tableside assembly and visible open-kitchen prep stations that turn mealtime into more of an activity, NRN reported.
Founded in 1994 in Japan, Pepper Lunch has more than 570 locations across 17 countries. The do-it-yourself teppanyaki concept involves the use of a teppan or iron plate, heated to more than 500 degrees and allows diners to mix, season and finish cooking beef, rice and vegetables at the table within about 25 minutes. Pepper Lunch’s patented high-energy, on-demand induction cookers, along with tailor-made iron plates enable customers to “Sizzle it Your Way.”
Across North America, Pepper Lunch reports more than 120 restaurants under paid development commitments in multiple states and territories. In addition to the recent franchise activity in Texas, the experiential fast-casual brand has announced the following:
- A second Phoenix-area restaurant at Dove Valley that opened in March, which is run by the Arizona franchise group behind the first Pepper Lunch at Arizona State University.
- In Hawaii, a franchise group led by Sean and Nari Uezu opened the first Honolulu restaurant in December 2025, with two more planned in 2026 out of a total 10 across the islands.
To learn more about the brand and franchising opportunities, visit Pepper Lunch.
