Pepper Lunch, the Japanese fast-casual franchise brand with more than 570 locations across 17 countries, has locked in four franchise sites in Texas less than a year after signing a 20-unit development agreement. Franchisee group Sizzling Hospitality is targeting Austin and Houston suburbs, with its first restaurant expected to open before the end of 2026.
Founded in Japan in 1994, Pepper Lunch built its following around a patented sizzling iron plate format that lets diners finish cooking premium meats, rice, and vegetables at the table. Meals arrive on a plate heated to more than 500 degrees Fahrenheit, with total dining time averaging around 25 minutes. Founded in Japan in 1994, Pepper Lunch built its following around a patented sizzling iron plate format that lets diners finish cooking premium meats, rice, and vegetables at the table. Meals arrive on a plate heated to more than 500 degrees Fahrenheit, with total dining time averaging around 25 minutes. Its scalable franchise model has supported steady international expansion, with more than 120 restaurants currently under paid development commitments across the United States.
Four Sites Secured Across the Austin and Houston Metros
The four signed locations span suburban markets on both sides of the state. In the Greater Austin area, Sizzling Hospitality has secured sites in Leander, Hutto, and Kyle. A fourth location in Missouri City anchors the Greater Houston push. The first to open will be at 516 East San Gabriel Parkway in Leander, with the remaining three progressing through development and expected to follow as part of the group’s initial rollout. “One of the reasons we selected Bobby and Sizzling Hospitality to develop Texas was their ability to execute quickly and strategically,” said Troy Hooper, CEO of Pepper Lunch. “In less than a year, they’ve assembled an impressive pipeline spanning both Austin and Houston, two of the fastest-growing and most dynamic restaurant markets in the country.”
Sizzling Hospitality Targets Up to Eight Openings Within 20 Months
Bobby Shaw, who leads Sizzling Hospitality and spent more than three decades with brands including McDonald’s, Chipotle, and Freebirds, signed the Texas development agreement on September 30, 2025. The group is aiming to have as many as 10 leased sites secured by the end of June 2026, with projections calling for up to eight of those to open within 20 months of becoming a large franchisee. “Austin and Houston diners are always looking for something new and memorable,” Shaw said. “Pepper Lunch delivers both. It combines the energy and excitement of an interactive dining experience with incredible food and a strong value. We believe Texas is going to embrace this concept in a big way.”
Texas Is One of Pepper Lunch’s Largest Committed Growth Markets
Texas was among the first states to sell out of available Pepper Lunch franchise territory following the launch of the brand’s U.S. program. The four secured locations represent only the first phase of a broader commitment: Sizzling Hospitality’s full 20-unit agreement covers Austin, Houston, and San Antonio over a five-year development window. Nationally, Pepper Lunch continues to build its North American presence with development commitments spanning multiple states and territories. The brand already operates in Frisco, Texas, where a location opened in March 2026.
This content is provided for informational purposes only and does not constitute legal, tax, financial, or professional advice. Laws and regulations vary by state and individual circumstances and may change over time. Readers should consult a qualified attorney, tax professional, or other licensed professional regarding their specific situation. Nothing herein creates an attorney-client relationship.
