The mission: Pepper Lunch is pursuing aggressive U.S. growth, bringing its sizzling hotplate steak concept to the States with a cluster strategy. Under CEO Troy Hooper, the brand is betting that regional density — starting in Arizona — can create both awareness and operational efficiency.
The supportive case: The Tempe, AZ, opening proves there’s demand. Nearly 1,000 guests in two days is no small feat, especially in a college town where word of mouth spreads quickly. With 10 units now open, 20+ more in development, and almost 100 already sold, Pepper Lunch is moving past “concept” and into “execution.” Franchise partners, such as BID Partners (led by Jacob Ireland), bring credibility and local ownership muscle to fuel expansion.
The concerning case: Grand opening traffic isn’t the same as sustainable unit economics. Can Pepper Lunch maintain throughput beyond the hype weekend? Hotplate service may be a novelty, but labor costs, ticket times, and repeat traffic will decide if the model scales. With 10 Arizona units planned, failure to sustain momentum in one cluster could ripple across the system.
👉 Just like sports, the coach will tell you the team is built to win.
The analyst examines the statistics and identifies where the losses could accumulate. Our Intel Reports shine those lights — green, yellow, and red — so operators, investors, and vendors can make informed decisions about where to place their bets.