Rock Strategic LLC has agreed to develop six new units of Hawaiian Bros Island Grill, significantly expanding the island-inspired fast-casual brand’s footprint in the greater Las Vegas market.
The multi-unit franchise deal focuses on South Las Vegas, where Hawaiian Bros will build on earlier success following the opening of its first Las Vegas-area restaurant in 2025. Rock Strategic, led by franchise veteran Chris Aslam, already operates one Hawaiian Bros location in North Las Vegas and four additional units in the greater San Antonio, Texas, area. The group also franchises more than 70 quick-serve restaurants across complementary brands.
“As demand from guests in San Antonio and North Las Vegas remains strong, we are thrilled to bring more of Hawaiian Bros’ craveable menu and welcoming atmosphere to South Las Vegas,” said Aslam. “This new agreement enables us to continue sharing the brand’s Aloha Spirit with even more communities.”
Hawaiian Bros’ leadership also expressed confidence in the partnership. Carey Malloy, Chief Development Officer at Hawaiian Bros, noted that Rock Strategic’s operational experience and strong team infrastructure make it well-positioned to drive growth in existing and new markets across the country.
Hawaiian Bros Island Grill, known for its island-inspired plate lunches and warm, family-friendly culture, has been on an aggressive growth trajectory since launching its franchise program in late 2022. Independent franchisees across the U.S have signed agreements to develop dozens of additional locations, helping the brand extend into new regions and broaden its national presence.
Rock Strategic’s latest deal underscores both the appeal of Hawaiian Bros’ fast-casual concept and the value experienced multi-unit operators bring to franchised growth.
