Texas doesn’t do subtle.

It rewards brands that show up with food that hits, an experience you remember, and consistency you can count on. That’s exactly why today’s news is so big!

We're excited to announce a major milestone in our North America expansion: Sizzling Hospitality has committed to develop 20 Pepper Lunch restaurants across Texas, with planned growth focused on Austin, Houston, and San Antonio over the next five years.

For guests, it means the sizzle is coming closer to home. For operators and prospective franchisees, it’s a clear signal of momentum - Pepper Lunch is attracting multi-unit groups who believe the concept can scale in one of the most competitive restaurant states in the country.

This is not a one-store story. It’s a market-building plan designed to create real presence and familiarity across the state - the kind of density that turns “I’ve heard of it” into “that’s my spot.”

Why Texas - and why now

Texas is one of the most important restaurant growth environments in the U.S. It’s home to some of the country’s strongest and fastest-growing metros, a food culture that values flavor and value, and a customer base that doesn’t hesitate to adopt brands they genuinely love.

But Texas is also competitive. There are endless options. New concepts open constantly. Convenience is table stakes.

That’s why brands win here when they’re unmistakable.

The Pepper Lunch DIY teppanyaki dining experience is instantly understood the moment the plate arrives:

• Your meal comes out on a sizzling hot iron plate
• You finish cooking the meal yourself at the table
• You control doneness, texture, and sauce intensity
• The meal stays hot and satisfying from first bite to last
  

When a guest tries Pepper Lunch for the first time, they don’t need a long explanation to “get it.” The sizzle explains it.

The Pepper Lunch experience: DIY teppanyaki, the right way

Pepper Lunch is the world-famous DIY teppanyaki hot plate concept. It’s built around the idea that the best meal is the one finished your way - quickly, cleanly, and consistently.

The hot plate delivers three things at once:

1. A signature guest moment - There’s a reason people film Pepper Lunch plates when they hit the table. The sound, the steam, the aroma - it’s a built-in experience.‍
2. Consistency at speed - Fast casual is supposed to be fast. But it also has to feel worth the visit. Pepper Lunch is built to do both.‍
3. Customization without complexity - Guests can adjust the finish - sauce levels, mix timing, doneness - without requiring a complicated order or a long wait.
   

That combination is why Pepper Lunch has scaled globally, and why it’s covering U.S. markets quickly.

About Sizzling Hospitality

Sizzling Hospitality and the Texas expansion is being led by restaurant executive Bobby Shaw.

Texas is not an easy state to expand in, which is exactly why strong, operator-led development matters. Pepper Lunch is focused on growing with partners who can execute consistently and build the brand in a way that earns long-term loyalty.

The bigger picture: Pepper Lunch North America is scaling with intention

Texas is a major chapter in a broader North America growth strategy.

Pepper Lunch is expanding into markets where:

• guests want bold, satisfying meals
• fast casual needs to feel more experiential
• operators want a differentiated concept that can scale
  

This is what Pepper Lunch was built for - a recognizable, repeatable experience that doesn’t require a long pitch to win repeat customers.

First time at Pepper Lunch? What to order

When Pepper Lunch opens near you, here’s an easy first-visit plan:

• Start with a Pepper Rice dish if you want the signature experience
• Try a sizzling steak plate if you want that full hot plate sear
• Add sauces gradually and dial in the flavor level you like best
  

Ready to sizzle?

Find a Pepper Lunch location or order online.

Interested in bringing Pepper Lunch to your market?

Pepper Lunch is expanding across North America with operators who want a differentiated concept and a format built to scale. If you’re exploring franchise ownership, get started on our franchise applicant portal.