October 27, 2024
(Industry Intelligence Inc.)
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Troy Hooper, the CEO of Hot Palette America since February 2023, is quietly yet boldly reshaping the restaurant industry. Tasked with leading the North American expansion of Pepper Lunch Restaurants (PLR), a Japanese "fast-steak" franchise, Hooper is not just driving growth—he's redefining what it means to lead a hospitality brand. With over 500 locations worldwide, PLR's entry into the U.S. and Canadian markets comes at a pivotal moment, and under Hooper's direction, it's not just about business as usual—it's about creating connection, elevating standards, and leaving a lasting impact. "My goal every day is to truly connect with those who look to me for leadership and assist them in exceeding their own expectations," says Hooper. This philosophy has clearly resonated throughout the organization, as Pepper Lunch has quickly become a standout in the competitive fast-casual dining sector. In the past year, the brand was named one of the "20 Fast Casual Brands to Watch" by fastcasual.com, and debuted at an impressive #4 on Fast Casual’s 2024 Top 100 Movers & Shakers list. Hooper attributes these accomplishments to the company’s "unwavering commitment to innovation, sustainability, and creativity." Hooper himself was celebrated as one of the Top 25 Executives in the fast-casual industry. His recognition is a testament to his leadership and the strategic decisions that have elevated PLR's operational efficiencies, menu innovation, and franchisee support—all while balancing what Hooper describes as "the needs of the team, the guest, and the financial requirements of the business." It’s this thoughtful balance that defines his approach to leadership, setting a powerful example for the industry at large. Under Hooper's guidance, PLR has not only grown its physical footprint but also cultivated an atmosphere of excellence. "Under Troy's guidance, Pepper Lunch has not only grown its footprint but also enhanced its operational efficiencies and menu offerings, while building a world-class team of professionals to support our franchise partners in their journey to multi-unit expansion of the brand in their communities," PLR noted earlier this year. His emphasis on nurturing talent and inspiring those around him has been instrumental in PLR's rapid success. Beyond his work at PLR, Hooper's influence extends into the broader hospitality conversation through his podcast, "The Pineapple Perspective." Built on the premise that every business is ultimately in the hospitality business, Hooper and his guests dive into how to foster genuine human connection and deliver exceptional experiences across industries. "Every episode, my guests and I tackle how we came to understand, adopt, and deploy this framework and mindset," Hooper shares, underscoring his commitment to not only his team but also to the entire industry by providing actionable insights. Troy Hooper is a leader whose vision transcends profit margins. His dedication to people—whether they are employees, franchise partners, guests, or podcast listeners—is what sets him apart in a crowded industry. Through a combination of strategic prowess, empathy, and a drive to innovate, Hooper is steering Hot Palette America and Pepper Lunch Restaurants towards a promising future, one where the team, the guest, and the business thrive together.
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