Japanese fast-casual dining chain Pepper Lunch has announced plans to expand its presence in the US with five new locations in Southern California.  

The expansion is set to take place up to 2028, with restaurants planned between Los Angeles and Orange County. 

In support of its expansion effort, the restaurant chain has signed a new agreement with High Steaks Enterprise, spearheaded by Paul Tran, Pepper Lunch's North America director of franchise sales.

Tran previously led a restaurant group that owned and operated nine Halal Guys outlets in Southern California. The group was recently acquired by a hospitality company. 

Other partners in this business are Thomas Pham and Andrew Le, both executives at SLIQUE Media, a prominent restaurant marketing agency, as reported by QSR.  

Pham has a track record of successfully opening ten restaurants, while Le has been instrumental in launching hundreds of restaurant brands and has worked on marketing campaigns for major brands such as Toyota and AT&T. 

Both Pham and Le were Tran's partners in the Halal Guys franchise group.  

Their combined experience in the foodservice industry and marketing is expected to be a significant asset to Pepper Lunch's expansion efforts. 

RestaurantNews.com quoted Tran: ““As a part of the Pepper Lunch leadership team, I’ve seen the greatness in the brand firsthand and I just know that the time was right.   

“The popularity of Asian food is growing in America, but the supply is limited. Pepper Lunch is perfect in filling that need and it’s something we’re proud of because the business model is both brilliant and relevant for consumers who want experience, value, quality food, speed, convenience and ethnic flavours.” 

Since its establishment in 1994, Pepper Lunch has grown to become one of Japan's most prominent franchise restaurant brands, with more than 500 locations across 15 countries.