Pepper Lunch has signed a franchise development agreement with Dallas-Fort Worth-based, PhilX Hospitality to bring five locations to the North Texas market, with the first restaurant set to open in Frisco in December 2025. The deal marks Pepper Lunch's entry into Texas as part of its aggressive U.S. expansion strategy that saw the brand sign agreements for 40 new units across North America in 2025.

This partnership represe a significant milestone for Pepper Lunch in entering the Texas market.. PhilX Hospitality, led by managing partner Phil Guo, brings 25+ years of restaurant industry experience, was chosen as the franchise partner based on their successful track record operating three JINYA Ramen Bar locations in Victory Park, Preston Hollow, and Carrollton.

PhilX Hospitality brings local expertise and operational advantages

The franchise partnership pairs Pepper Lunch with a team that deeply understands both the Dallas market and Japanese fast-casual dining. Phil Guo, who first experienced Pepper Lunch 13 years ago during a trip to Hong Kong, expressed his long-held desire to bring the concept to Dallas. "The food and experience left a strong impression, and it has stayed with me," Guo stated. "Pepper Lunch is bold, exciting, and brings something truly different to our market."

Supporting partner Ken Cheng, owner of Chains' Restaurant Supply, Dallas's leading restaurant equipment supplier, brings additional operational advantages through his expertise in restaurant construction and cost-effective build-outs. This strategic partnership provides PhilX Hospitality with significant advantages in equipment procurement and construction management, accelerating the development timeline.

Unique dining concept targets fast-casual market gap

Pepper Lunch's expansion into Dallas brings a distinctive dining experience that differentiates it from traditional fast-casual competitors. Our restaurant's signature DIY teppanyaki concept features meals served on 500°F sizzling hot plates, allowing customers to cook their food to their preference at their table. This interactive dining model, combined with our brand's commitment to serving premium meals for under $20 in less than 20 minutes, positions us uniquely in the competitive Dallas dining market.

The operational model includes kiosk-based ordering systems and a lean staffing structure that doesn't require specialized chefs, making it attractive to franchise operators. The menu features diverse categories including pepper rice dishes, teriyaki options, steaks, seafood, curry, pasta, and vegetarian selections, with the signature beef pepper rice being our brand's most popular offering.

This Dallas expansion is part of Pepper Lunch's broader North American growth strategy, which includes plans to open 15 new locations throughout 2025 and double that number annually in subsequent years. Our brand, which ranks #206 on Franchise Times Top 400 with $272 million in global sales, has nearly 100 units under commitment across North America as we work towards our goal of establishing a significant U.S. presence.