Texas Roadhouse has expressed enthusiasm about expanding its Bubba’s 33 concept

Bubba’s 33, a concept created by the late Kent Taylor, celebrates its 10th anniversary this year. Known for its burgers, pizzas, and wings, Bubba’s is different from the steak-focused Texas Roadhouse brand Taylor founded 20 years earlier. Unlike Texas Roadhouse, which aimed to provide an affordable, family-friendly dining experience, Bubba’s was born out of Taylor’s competitive nature.

After receiving the cold shoulder from competitors like Outback, Applebee’s, and Buffalo Wild Wings at a restaurant CEO’s meeting, Taylor sketched out the entire concept for Bubba’s that same night. The concept, including the kitchen layout and menu, remains largely unchanged to this day. Bubba’s currently has 40 locations across the US, and Texas Roadhouse plans to expand the concept with “about five” new locations this year, with plans for many more in the future.

Taylor expressed enthusiasm for the idea and shared that they are pleased with the recent and past returns from their restaurants. They have confidence in the concept’s ability to generate the mid-teen internal rate of return they are seeking, which is the same as what they are looking for at Roadhouse. They have seen great acceptance of the brand in all the areas where they are opening new locations.

The company is developing 20 to 25 Texas Roadhouse restaurants this year and projecting three new locations for the Jaggers brand, which Taylor launched in 2014. The goal of Jaggers was to create a restaurant with better burgers than Five Guys and serve chicken tenders and sandwiches that could compete with Raising Cane’s and Chick-fil-A.

Taylor mentioned that both Jaggers and Bubba’s took a few years to refine but now seem ready for expansion. This expansion is driving the company to re-evaluate some of its growth strategies.

While the company has targeted markets and growth areas, CEO Jerry Morgan acknowledged competition and available real estate beyond the company’s traditional suburban footprint. Interim CFO Keith Humpich stated that the company is open to new possibilities and is exploring urban markets with higher traffic as well as smaller communities with smaller populations. The company is excited to see how these new ventures turn out.

Texas Roadhouse and Jaggers is seeking multi-unit franchisees with extensive QSR experience to help grow the brand internationally. For more information about Texas Roadhouse and Jaggers franchise opportunities in your region, please visit



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