The beloved steakhouse chain Texas Roadhouse has been celebrated for its innovation and adherence to its roots, earning it the title of America’s Most Iconic Restaurant Brand for 2024.
Nation’s Restaurant News (NRN) recently awarded Texas Roadhouse the prestigious 2024 Brand Icon award, recognizing its blend of innovative practices and dedication to its heritage. This accolade is given annually to a restaurant chain that embodies the spirit of innovation while honoring its traditions.
Known for its hand-cut steaks, fluffy rolls, line-dancing servers, and Texas-themed decor, Texas Roadhouse has created a unique and memorable dining experience. The chain is now the second-largest casual dining chain in the U.S., surpassing Applebee’s in 2023 and trailing only Olive Garden.
“Texas Roadhouse is the most exciting story in casual-dining restaurants today,” said Sam Oches, editor-in-chief of NRN. “Despite numerous challenges, this brand has surged in the past few years and is on the cusp of becoming the largest casual-dining chain in the nation.” Oches attributed this growth to the chain’s balance of operational innovation, especially in off-premises dining and ordering tools, with consistent service in the communities it serves.
As of March 26, 2024, Texas Roadhouse operates 697 restaurants. NRN will present the Brand Icon award at CREATE: The Event for Emerging Restaurateurs on October 10 in Nashville. During the event, Oches and Texas Roadhouse CEO Jerry Morgan will discuss the brand’s evolution.
In 2023, Texas Roadhouse achieved a 13.8% increase in sales, reaching $4.78 billion. The chain also tied with LongHorn Steakhouse as the top full-service restaurant in the 2024 American Customer Satisfaction Index (ACSI) Restaurant Study, focusing on maintaining low prices while investing heavily in staffing.
Despite raising prices, Texas Roadhouse continues to attract customers. In a recent earnings call, the chain reported an 8.4% increase in same-store sales at company-owned restaurants and a 4.3% rise in customer traffic, with franchised restaurants experiencing a 7.7% increase in same-store sales during the same quarter. Texas Roadhouse is set to announce its second-quarter earnings on July 25.
This recognition and continued growth highlight Texas Roadhouse’s successful formula of combining innovation with a strong commitment to its brand values, making it a standout in the casual dining industry.
Texas Roadhouse is seeking multi-unit franchisees with extensive QSR (Quick Service Restaurant) experience to help grow the brand internationally. The minimum investment for a territory master franchise is approximately $1,500,000 USD. For more information about Texas Roadhouse franchise opportunities in your region, please visit VF Franchise Consulting or contact us at info@vffranchiseconsulting.com.
