How does an international restaurant chain break into the toughest market in the world?

This week’s episode of the Restaurant Business podcast A Deeper Dive features Troy Hooper, the CEO of Pepper Lunch.

Pepper Lunch is a Japanese fast-casual chain in which customers largely cook the food themselves. It is part of a generation of concepts with unique business models that are rapidly establishing themselves in a U.S. market hungry for more Asian fare that provides interesting experiences.

Hooper became the CEO of Pepper Lunch last year. We wanted him on the podcast to talk about this brand and what he’s done to establish the concept in the U.S. It’s tough to break into this market, and he can provide some unique perspective on what it takes to do so. Hooper talks about what makes the brand tick and discusses its recent menu overhaul and how that fits into its plans. We talk about its unique menu overhaul and why Asian chains are taking off right now.

It's a fascinating discussion with one of the country’s more interesting emerging brands, so please check it out.