In 2022, Troy Hooper was introduced to the private equity owner of Pepper Lunch. He had assumed they would be discussing a short-term consulting position; however, it became a full-time position as CEO of the global quick-casual brand with hundreds of locations in 15 countries.
Pepper Lunch is a Teppanyaki concept. Teppanyaki, which is often called hibachi in the U.S., uses an iron griddle to cook food. Pepper Lunch entrees are served on a 500-degree F iron plate. Open for lunch and dinner, the restaurants are able to serve 700 guests per day from their 1,700 to 2,000 sq. ft. unit.
Hooper leaned initially on his experience in hospitality development as he created his strategy. “We quickly developed two priorities,” says Hooper, explaining, “the Asia team focused on a centralized operations center and updating the program, while the US team focused on growth.”
At this writing, there are 534 Pepper Lunch units operating worldwide. U.S. expansion is centered around franchise growth in Arizona, California, Florida, Nevada, and Utah. Hooper estimates that at the current rate, the concept could double its units within 10 years.
Hooper believes the secret to the concept’s success is in the simplicity. "Guests order at a kiosk or the counter, their entree, along with rice and vegetables, is delivered to the table within 6 to 7 minutes.”
The units operate with four to six team members who are cross-trained at prep, cooking, and delivering. An emphasis on guest service provides an additional point of difference. Currently, less than 10% of sales are to-go pick-up orders, but Hooper expects that to reach 20% as the business grows.
Says Hooper, “The win isn't in the speed of growth or the amount of units, but in the ongoing support to build revenue and improve unit operations."
