In this episode of the Hospitality Leadership Podcast, I had the pleasure of chatting once again with Troy Hooper, who is now the U.S. CEO of Pepper Lunch. Troy shared insights from his extensive 31-year journey in the hospitality industry, starting as a busser to becoming a chef and eventually taking on significant leadership roles. We delved into the innovative Pepper Lunch concept, a Japanese experiential fast-casual restaurant known for its DIY teppanyaki, and we uncover what sets the brand apart, including the importance of authenticity, customer experience, and strategic, patient expansion over rapid growth. 02:10 Troy Hooper's Journey in the Hospitality Industry04:13 The Birth and Growth of Pepper Lunch06:04 The Unique Value Proposition of Pepper Lunch11:36 The Strategy for Growth and Expansion17:25 Maintaining Brand Identity and Culture21:20 Challenges and Learnings in Leading Pepper Lunch24:12 Embracing the Brand's Legacy25:13 The Art of Selling and Passion26:13 Authenticity and Franchise Partnerships29:19 The Ideal Franchisee for Pepper Lunch32:14 The Unique Appeal of Pepper Lunch38:26 The Future Vision for Pepper Lunch40:51 Book Recommendations for Success43:47 Closing Remarks and Contact Information