Hooper to Continue Supporting Pepper Lunch’s Next Phase of Growth as Strategic Advisor to the Board; Yuto Tago, Group CEO of Hot Palette Holdings Group, to Assume Day-to-Day Leadership of U.S. Business as Pepper Lunch Deepens Its Commitment to the U.S. Market and Accelerates Growth Across the Americas
Pepper Lunch North America CEO Troy Hooper to Transition to Strategic Advisor to the Board
LOS ANGELES, Sept. 09, 2026 (GLOBE NEWSWIRE) — Pepper Lunch, the Japanese-born experiential fast-casual concept with more than 580 locations across 16 countries, today announced the transition of CEO, Troy Hooper, from day-to-day operations to a Strategic Advisor to the Board effective September 25, as the company deepens its commitment to the U.S. market and accelerates growth across the Americas. Yuto Tago, Group CEO of Hot Palette Holdings Group, will assume responsibility for the day-to-day leadership of Pepper Lunch’s U.S. business.
Mark Bailey will remain in his role as Chief Operating Officer, providing continuity across U.S. operations as Pepper Lunch continues building its domestic restaurant pipeline.
The transition comes as Pepper Lunch’s U.S. business takes on greater strategic importance within the company’s global plans. After building brand awareness, recruiting franchise partners and establishing a foundation for domestic expansion, Pepper Lunch is increasingly focused on helping existing partners open additional restaurants, strengthen operations and grow sustainably. The company plans to support that work through the collaborative model used successfully across Asia, emphasizing operational excellence, strong support systems and continuous improvement.
“The United States has become one of the most important strategic markets in the Pepper Lunch system,” said Yuto Tago, Group CEO of Hot Palette Holdings Group. “Not only is it a highly attractive growth market in its own right, but it will also play a critical role in our long-term strategy across North America and Latin America. As more of our franchise partners grow into multi-unit operators, we want to bring the full strength of our global organization to help them succeed, grow together with us, and unlock the next stage of growth for the brand.”
Tago continued, “Pepper Lunch would not be where it is in the United States today without Troy’s leadership, commitment, and belief in the brand. When Hot Palette reacquired the U.S. business, Troy played a pivotal role in building and strengthening the organization, deepening relationships with franchise partners and suppliers, and establishing the foundation that supports our global growth today. On behalf of our entire global organization, I want to sincerely thank Troy for his tremendous contributions. While our roles are evolving to support the next phase of growth, we are fortunate that Troy will continue to contribute as Strategic Advisor to the Board. His experience, relationships, and deep understanding of the U.S. market will remain invaluable as we continue expanding across the Americas.”
Hooper has been instrumental in re-establishing and expanding the Pepper Lunch brand in the United States. Working closely with franchise partners, suppliers, developers, and the brand’s global leadership team, he helped build the organizational, operational, and commercial foundation that positioned the business for its next stage of global growth. In his new role, he will continue providing strategic guidance to the Board while stepping away from day-to-day management responsibilities.
“Serving as CEO of Pepper Lunch has been one of the most rewarding experiences of my career,” said Hooper. “I am proud of what our team, franchise partners, and suppliers have built together, and I am grateful for the trust and support I have received throughout this journey.”
Hooper continued, “Pepper Lunch is entering an exciting new chapter. I believe Yuto, Mark, and the broader team are exceptionally well-positioned to take the business to the next level. I look forward to continuing to support the company as Strategic Advisor to the Board and contributing to the future success of the brand.”
Pepper Lunch views the United States as both a growth platform for expansion across North America and Latin America and a key sourcing hub for ingredients such as beef. By leveraging its global scale and supplier relationships, the company aims to strengthen its supply chain while supporting sustainable international growth.
“Pepper Lunch has earned a loyal following around the world because it delivers an experience that is interactive, high-quality, and truly distinctive,” said Tago. “As we strengthen our presence across the Americas, we are committed to connecting our franchise partners, team members, and customers more closely with the resources, expertise, and capabilities of our global organization. We believe the greatest opportunities for Pepper Lunch are still ahead of us.”
The leadership structure brings together Tago’s global strategic leadership, Bailey’s operational expertise and Hooper’s continued advisory support as Pepper Lunch continues expanding across the Americas.
About Pepper Lunch
Pepper Lunch is the original Japanese DIY teppan restaurant concept, offering high-quality meals served on a patented sizzling iron plate that allows guests to create a personalized dining experience. Founded in 1994, the brand has grown to more than 580 locations across 16 countries and territories and continues to expand globally through a combination of company-owned and franchised restaurants. Pepper Lunch is committed to delivering quality, value, and an unforgettable dining experience to guests around the world.
About Hot Palette Holdings Group
Hot Palette Holdings Group is the global brand owner of Pepper Lunch and a growing international restaurant group supporting the brand’s global expansion. Through its network of offices across 10 major cities worldwide, the Group provides strategic leadership, brand management, franchise support, and supply chain capabilities to accelerate growth across international markets. The Group is pursuing its vision of expanding Pepper Lunch to 1,000 restaurants across six continents by 2030.
Media Contact
Joshua Levitt
PR for Pepper Lunch
[email protected]
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/44f34344-1fac-42b5-9f0a-161cd7a363bd
