Hawaiian Bros Island Grill is preparing to make its Florida debut through a 52-restaurant development agreement with Southern Rock Restaurants, LLC and Southern Rock Hawaii, LLC. The agreement covers Jacksonville, Gainesville, Tampa and Orlando, with the partners targeting 24 restaurants during the first three years of a six-year development schedule, QSR Magazine reported.
The expansion will be led by Southern Rock CEO Max Piet, whose restaurant industry experience spans more than 35 years. Southern Rock currently operates nearly 200 restaurants across 13 states as a franchisee of McAlister’s Deli and Dave’s Hot Chicken, according to QSR Magazine’s report.
Piet said the company sees strong potential for Hawaiian Bros in Florida, where he has extensive market experience. He also highlighted the brand’s established operating model and hospitality-focused culture as reasons for pursuing the deal.
For Hawaiian Bros, the agreement brings a major new development partner into its expansion strategy. Grant Kreutzer, senior vice president of franchise development, said Southern Rock’s experience managing restaurant businesses across multiple markets made the group well suited to introduce the concept to Florida.
Hawaiian Bros built its menu around Hawaiian-style plate lunches, pairing chicken or pork with a choice of sweet, savory or spicy sauces. Meals come with steamed white rice and macaroni salad or vegetables, while Dole Soft Serve offers a tropical dessert option. The brand prepares its food in-house and operates without freezers, fryers or microwaves, according to the company details cited in QSR Magazine’s coverage.
Since launching in 2018, Hawaiian Bros has expanded to more than 80 restaurants across 14 states. Its growth pipeline includes development agreements for more than 350 additional restaurants across 20 states and over 75 markets, involving 13 multi-unit franchisees.
The Florida agreement adds a significant new market to that pipeline. With Jacksonville, Gainesville, Tampa and Orlando identified for development, the six-year rollout is expected to establish Hawaiian Bros in one of the country’s largest restaurant markets.
