Hawaiian Bros Plots Florida Entry, Expansion

Hawaiian Bros Island Grill, which operates over 80 units across 14 states, is set to enter Florida in partnership with Southern Rock Restaurants.

The two inked a 52-unit deal that will bring units to Jacksonville, Gainesville, Tampa and Orlando during the next six years, including 24 restaurants planned in the next three years.

Leading the development is Southern Rock CEO Max Piet, who has 35-plus years of industry experience. Currently, Piet and his Southern Rock team own and operate nearly 200 restaurants as franchisees for McAlister’s Deli and Dave’s Hot Chicken in 13 states.

The agreement, says Hawaiian Bros, is one of its largest development commitments and establishes a significant growth pipeline in a new state.

“Entering Florida is a highly anticipated milestone for Hawaiian Bros, and we couldn’t ask for a more experienced group to help establish our presence in the state,” says Grant Kreutzer, senior vice president of franchise development at Hawaiian Bros. “Max knows these Florida markets extremely well, and Southern Rock has an impressive track record of building and operating successful multiunit restaurant businesses at scale. Their strong infrastructure makes them exactly the kind of operator we want growing alongside Hawaiian Bros.”

Hawaiian Bros launched in 2018 and began franchising in March 2023, having 30 units at the time. Today, besides its 80 open units, there are more than 350 additional restaurants under development.