Pepper Lunch, the popular Japanese DIY steakhouse, is officially making its Texas debut with a new franchise development agreement signed with Dallas-Fort Worth-based PhilX Hospitality.
The partnership will bring five Pepper Lunch locations to the North Texas market, with the first restaurant slated to open in Frisco in December 2025. An official location has not been announced.
This marks a significant milestone for the brand’s aggressive U.S. expansion strategy, which includes 40 new units planned across North America in 2025 alone.
Part of a Broader North American Growth Strategy
This expansion into Dallas is part of Pepper Lunch’s larger vision to grow its North American footprint rapidly. The brand plans to open 15 new locations throughout 2025 and aims to double that number annually in the years ahead.
Ranked #206 on Franchise Times Top 400 with $272 million in global sales, Pepper Lunch currently has nearly 100 units under commitment across North America.
A Distinctive Dining Experience in the North Texas Market
Pepper Lunch stands out in the fast-casual category with its signature DIY teppanyaki concept. Meals arrive on sizzling 500°F hot plates, allowing diners to cook their food exactly how they like it right at their table. This interactive experience, combined with a promise to deliver premium meals for under $20 in less than 20 minutes, positions Pepper Lunch uniquely in Dallas’s competitive dining scene.
The restaurant operates with a kiosk-based ordering system and a lean staffing model that requires no specialized chefs, making it attractive to franchise operators. The menu is diverse, featuring pepper rice dishes, teriyaki, steaks, seafood, curry, pasta and vegetarian options. The signature beef pepper rice remains the brand’s most popular and iconic dish.
PhilX Hospitality Brings Local Expertise and Proven Success
PhilX Hospitality, led by managing partner Phil Guo, was chosen as the franchise partner due to its strong track record in the Dallas restaurant scene. With over 25 years of industry experience and successful operations of three JINYA Ramen Bar locations in Victory Park, Preston Hollow and Carrollton, the team is ready to launch Pepper Lunch in the region.
Guo first discovered Pepper Lunch 13 years ago on a trip to Hong Kong and has long wanted to bring the brand to Dallas. “The food and experience left a strong impression, and it has stayed with me," Guo said in an official statement. "Pepper Lunch is bold, exciting and brings something truly different to our market."
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