FAT Brands’ franchise brand Round Table Pizza has opened its first-ever U.S. military base location, at Fort Bliss in El Paso, Texas. The opening marks a new chapter in the franchise brand’s expansion into non-traditional venues, bringing the pizza chain to active-duty service members and their families stationed at one of the largest U.S. Army installations in the country.
Round Table Pizza, founded in 1959 and now part of the FAT Brands portfolio, has historically concentrated its footprint across the Western United States. The Fort Bliss opening represents a deliberate step toward non-traditional real estate, a strategy that a growing number of franchise systems are pursuing to access captive, consistent customer bases beyond standard retail corridors.
Fort Bliss: Round Table Pizza’s First Military Installation
The new location is situated at 13471 Sergeant Major Blvd, Fort Bliss, TX 79916, operating Sunday through Thursday from 10 a.m. to 11 p.m. and Friday through Saturday from 10 a.m. to midnight. The restaurant is designed to serve active-duty personnel, their families, and base staff. “Opening at Fort Bliss represents an exciting new development for the brand as we continue to grow in non-traditional locations,” said David Pear, President of Round Table Pizza.
FAT Brands and the Non-Traditional Venue Playbook
FAT Brands operates a portfolio that includes Fatburger, Johnny Rockets, Marble Slab Creamery, and Marble Slab, among others. Non-traditional venues, which encompass military bases, airports, universities, stadiums, and transit hubs, have become an increasingly significant development channel for multi-brand operators. These sites offer year-round traffic and reduced direct competition from street-level rivals. For Round Table Pizza, Fort Bliss provides a test case for replicating the model across other U.S. military installations.
A Proof-of-Concept for Further Military Partnerships
Round Table Pizza has positioned the Fort Bliss opening as a proof-of-concept for future military base partnerships. According to President David Pear, the brand’s aim is to create a welcoming dining experience for the installation’s personnel. The opening aligns with a broader FAT Brands strategy of expanding brand presence through alternative channels, alongside its traditional franchise development pipeline. No additional military base agreements have been publicly announced at this stage.
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