There’s something exhilarating about a brand that breaks the mold and redefines the dining experience. Meet Troy Hooper, CEO of Hot Palette North America and co-CEO of Pepper Lunch globally, whose innovative approach to fast-casual dining blends cutting-edge technology with culinary artistry to create a one-of-a-kind brand experience.
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A New Sizzle in Fast-Casual Franchising
Troy Hooper recently joined the hosts of Morning Sam, Morning Ralph—Paul Molinari, the creative behind Popcorn and partnership guru, Chad Horn—to discuss how Pepper Lunch is making waves in the U.S. market. Inspired by Japanese teppanyaki dining, Pepper Lunch’s signature hot plate concept delivers a multi-sensory dining experience that’s as much about the aroma and presentation as it is about the flavor.
But the innovation doesn’t stop at the hot plate. Troy explained how Pepper Lunch is bringing the heart of Japanese hospitality to the U.S. dining scene. By emphasizing personal connections over transactional service, the brand transforms what could be a quick meal into an unforgettable experience.
Tech-Powered Hospitality
While Pepper Lunch’s hot plate concept is eye-catching, its behind-the-scenes technology is equally impressive. Troy shared how the brand is thoughtfully building its U.S. tech stack from scratch to support franchisees efficiently and profitably. Key initiatives include:
• Kiosks for seamless ordering and enhanced guest interaction
• Data-driven platforms for real-time customer feedback and engagement
By standardizing technology across locations, Pepper Lunch ensures operational consistency and a unified brand experience. More importantly, Troy highlighted the role of these tools in listening to customers and building lasting relationships.
Quality Ingredients, Quality Experience
Great food starts with great ingredients. Pepper Lunch has elevated its menu by refining every recipe and improving ingredient quality. Troy revealed how the brand has not only enhanced the taste and nutritional value of its dishes but also managed to lower food costs—a rare achievement in the industry.
This commitment to quality is often overlooked in discussions about fast-casual dining but plays a critical role in customer loyalty.
Community and Vision: Building Beyond the Plate
As Pepper Lunch continues its U.S. expansion, Troy stressed the importance of community and consumer education. By empowering its staff to act as hospitality hosts, the brand ensures that every guest—new or returning—feels welcome and informed about the unique teppanyaki experience.
The brand’s long-term vision includes:
- Expanding its U.S. footprint through strategic partnerships
- Leveraging AI to optimize franchise operations
- Strengthening its global presence with thoughtful, deliberate growth
Through these initiatives, Pepper Lunch is well-positioned to become a household name in the fast-casual dining space.
A Bright Future Ahead
Pepper Lunch is setting a new standard for fast-casual dining by combining culinary innovation, advanced technology, and exceptional service. Under Troy Hooper’s visionary leadership, the brand’s holistic approach is reshaping what it means to succeed in the restaurant industry.
Whether you’re a potential franchisee, a fan of Japanese-inspired cuisine, or simply someone passionate about culinary innovation, Pepper Lunch is a brand worth following.
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