In a competitive industry where diners have endless options, a new wave of emerging restaurant brands is carving out space by doing things a little differently, whether it’s entering new territory with a fully digitized dining experience or simply adding some unique twists on tried and true business models. We took a look around the industry from up-and-coming QSRs to new players in the “eatertainment” space and found 10 under-the-radar rising stars that you should know. The future of dining is looking bold, flavorful, and a little unexpected…
Brooklyn Dumpling Shop
Brand Overview:
Brooklyn Dumpling Shop is a New York City-based concept that’s taken the traditional dumpling and flipped it on its head. When restaurateur and author Stratis Morfogen, saw that his non-conventional dumplings were consistent top-sellers at his steakhouse concept, Brooklyn Chophouse, he came up with the idea to open a QSR focused on these unique dumpling creations. The result was Brooklyn Dumpling Shop – an innovative brand offering dumplings stuffed with everything from pastrami to mac and cheese to peanut butter and jelly. And for an even bigger twist on tradition – the concept is 100% digital self-service.
What Makes them Unique:
Brooklyn Dumpling Shop sets itself apart by fusing old-school and new-school, both in terms of flavors and technology. Morfogen drew inspiration for his high-tech concept from the original contactless restaurant solution, the automat. Popularized after the 1918 flu outbreak, automats are essentially large vending machines with multiple lockers distributing fresh food. At Brooklyn Dumpling Shop, automats have been updated for the 21st century, as customers order via native app, web app, or in-store touchscreen kiosks, and their dumplings are delivered in temperature-controlled lockers, eliminating the need for a full front-of-house staff.
And let’s not forget the dumplings themselves. Where else can you find flavors like Reuben, lamb gyro, or bacon cheeseburger wrapped in a perfectly steamed (or crispy) dumpling shell?
Growth and Future Outlook:
Brooklyn Dumpling Shop has seen impressive growth since its inception in 2021, quickly expanding beyond its NYC roots with franchise locations popping up across the US and Canada, even securing an investment from Shark Tank’s Kevin O’Leary, who now serves as an advisor. The brand’s unique combination of technology, efficiency, and creative culinary offerings positions it well for continued expansion. With plans for aggressive growth through franchising in the coming years, Brooklyn Dumpling Shop is on a fast track to becoming a household name.
Protein Bar & Kitchen
Brand Overview:
Protein Bar & Kitchen is a Chicago-born fast-casual restaurant chain that’s been making some waves in the “better-for-you” QSR space. Founded in 2009, the brand has been on a mission to revolutionize the QSR landscape by offering nutrient-packed meals that don’t compromise on flavor. With a menu of convenient, on-the-go customizable bowls, wraps, salads, protein shakes, and more, Protein Bar & Kitchen caters to the health and fitness conscious consumer.
What Makes the Brand Unique:
Protein Bar & Kitchen’s sweet spot is providing high-protein, low-sugar options for health-conscious diners that still taste indulgent. Their menu is designed to cater to a variety of dietary preferences and restrictions, allowing customers to select their choice of 15+ protein options and filter their digital ordering selections by diet (vegetarian, vegan, Keto, or gluten-free) with the option to exclude a number of allergens. What also makes them stand out is their focus on transparency and quality — each item on the menu is clearly labeled with its nutritional content, so you know exactly what you’re getting. While many multi-unit brands display nutritional info as a legal requirement, Protein Bar & Kitchen has made it a part of its brand.
Growth and Future Outlook:
Protein Bar & Kitchen has steadily grown its footprint with plans for expansion, as the company recently signed its first franchise agreement. The new agreement will usher in the brand’s first drive-thru location, as CEO Jeff Drake envisions Protein Bar & Kitchen blurring the lines between quick service and fast casual. Looking ahead, the brand’s focus on innovation — whether it’s through new menu items, sustainability initiatives, or enhanced digital ordering options — will likely keep them at the forefront of the better-for-you fast-casual movement.
Pinstripes
Brand Overview:
Pinstripes is not your dad’s bowling alley — it’s a blend of bowling, bocce, casual Italian-American dining, and craft cocktails in a sophisticated atmosphere, creating a brand that’s poised for continued growth. Founded in 2007, Pinstripes operates locations across the US, positioning itself as a formidable up-and-comer in the growing “eatertainment” space.
What Makes the Brand Unique:
Pinstripes offers a fusion of casual dining and interactive entertainment, billing itself as a “best-in-class experiential dining and entertainment brand, combining bistro, bowling, bocce, and private event space.” Their menu focuses on scratch-made Italian-American dishes paired with handcrafted cocktails available to guests while they enjoy a game of bocce or bowling. The brand also provides cozy fireplaces and outdoor patios along with their entertainment options, making it an ideal spot for parties and corporate events.
Given the pandemic and the increasing reliance on tech over the last several years, Pinstripes’ investor page explains that “people feel less connected than ever before and are seeking ways to bring back the human-to-human connections that have been lost. Pinstripes addresses this problem by offering curated experiences to create meaningful connections…”
Growth and Future Outlook:
Pinstripes has experienced steady growth since its inception, expanding to multiple locations across the country. After going public through a SPAC merger at the start of 2024, the brand has increased their total revenue and same-store sales. Pinstripes currently has locations in nine states with plans to open several more units, making it a brand to watch in the coming years.
Lazy Dog Restaurant & Bar
Brand Overview:
Lazy Dog Restaurant & Bar is a fast-growing casual dining chain that was founded in 2003 by Chris Simms in Huntington Beach, California. Inspired by the warm and welcoming atmosphere of mountain lodge retreats, Lazy Dog offers a unique dining experience centered around comfort food with a twist. The brand is known for its scratch-made menu that changes with the seasons, featuring an eclectic mix of comfort food staples. The restaurant’s cozy, rustic décor, complete with fireplaces and dog-friendly patios, makes it a popular spot for family dinners, casual outings, and social gatherings.
What Makes the Brand Unique:
The brand has carved out a niche in the crowded casual dining segment by focusing on fresh, made-from-scratch meals and a rotating seasonal menu with an emphasis on tech-driven convenience that complements the laid back, lodge-inspired atmosphere of their restaurants. On top of dishing up handcrafted food, the Lazy Dog team has come up with innovative ways to expand the brand outside of their restaurants’ four walls — guests can order retro-style frozen TV dinners for delivery, plus customers can join the Lazy Dog Beer Club or the Campfire Club, two unique paid subscription programs that deliver a ton of value for the brand’s most loyal guests.
Growth and Future Outlook:
Lazy Dog has steadily grown since its 2003 debut, expanding out of California to several states across the country. The brand has been strategic in its expansion, focusing on markets where its mountain lodge theme and scratch kitchen concept resonate with local diners. With the help of private equity investment, Lazy Dog has been able to accelerate its growth, opening new locations in states like Texas and Nevada. Despite the challenges faced by the restaurant industry, Lazy Dog has maintained strong average unit volumes and continues to innovate with new revenue channels, like the aforementioned TV dinners and subscription clubs along with a virtual brand, Jolene’s Wings & Beer. Lazy Dog’s unique blend of comfort, quality, and innovation positions it well for continued success as it expands into new markets across the country.
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Curry Up Now
Brand Overview:
Curry Up Now started as a single experimental food truck in San Mateo, CA back in 2009 and has since evolved into a growing fast-casual Indian fusion chain with multiple food trucks and brick and mortar locations across the US. The brainchild of Akash Kapoor and his wife Rana, Curry Up Now serves up Indian cuisine with a modern twist, blending traditional flavors with a playful, street food-inspired approach, billed as “Indo Californian Cuisine.”
What Makes the Brand Unique:
Curry Up Now stands out with its bold approach to Indian fusion cuisine. While many Indian restaurants stick to the tried-and-true classics, Curry Up Now isn’t afraid to mix things up. Their menu is “Indian at heart while California in spirit,” resulting in dishes like the “Tikka Masala Burrito,” “Naughty Naan” Indian-inspired pizza, and one of their first items, “Sexy Fries,” described as “poutine, but hella Indian.” The brand’s fun and quirky approach is evident in their branding, with vibrant décor and a cheeky sense of humor that shines through in everything from their menu names to their social media presence. The chain also caters to a wide range of dietary preferences, offering vegan, gluten-free, and keto-friendly options, which has helped them attract a diverse customer base.
Growth and Future Outlook:
Curry Up Now’s journey from a single food truck to a nationwide franchise is a testament to the brand’s appeal and innovative approach. The chain has been expanding rapidly, with new locations opening in major cities across the country. The company has made the jump from Cali all the way down to the Southeast with multiple locations in Georgia and North Carolina, recently inking a franchise deal to develop three locations in Alabama.
Looking to the future, the chain is well-positioned to continue its growth trajectory. With 16 units in operation, 3 in development, and plans to open more locations, Curry Up Now is an emerging restaurant brand to watch.
Cheba Hut
Brand Overview:
Cheba Hut is a one-of-a-kind sandwich shop that has been satisfying cravings with its toasted subs since 1998. Founded by Scott Jennings in Tempe, Arizona, Cheba Hut has carved out a niche for itself with its cannabis-themed branding, offering a relaxed and welcoming atmosphere that’s all about enjoying good food and good vibes. Despite the cheeky theme, there’s no actual cannabis in the food — just a menu packed with creatively named sandwiches, each loaded with fresh ingredients and served on a variety of breads that are baked in-house daily.
What Makes the Brand Unique:
Cheba Hut’s unique appeal lies in its clever and consistent cannabis-themed branding and laid back vibes. Each sandwich is named after a different strain of marijuana, like the “Kush,” “White Widow,” or “Acapulco Gold,” but the real star is the food itself. With a focus on high-quality ingredients and hearty portions, Cheba Hut’s menu has something for everyone, from meat lovers to vegetarians.
Beyond the food, the atmosphere at Cheba Hut locations is a big part of the draw. With colorful murals, eclectic décor, and a casual vibe, it’s a place where customers can satisfy their munchies and maybe even grab a beer or two — most locations have a full bar with a selection of craft beers, cocktails, and more.
Growth and Future Outlook:
It might seem odd to include a company that’s been around for 25+ years on an “emerging brands” list, but Cheba Hut has kicked their growth into high gear 😜 over the last few years. With sales up 29% in 2023, the company opened nine new units last year with plans for 10-13 more by the end of 2024. Originally company-owned, Cheba Hut has transitioned to a franchise model over the last several years while bringing all its development services in-house.
Aided in part by the legalization of cannabis and the mainstream acceptance of cannabis culture, Cheba Hut is poised to continue capitalizing on this trend, appealing to a broader audience while staying true to its roots. With plans for further expansion and a growing fan base, Cheba Hut is well-positioned to continue its journey as a growing sandwich chain, bringing its unique brand to even more hungry customers across the country.
Tree House Brewing Company
Brand Overview:
Tree House Brewing Company, founded in 2011 in a small red barn in Brimfield, MA, has grown into one of the most acclaimed craft breweries in the US, winning multiple awards year after year. Known for its hazy IPAs and rich stouts, Tree House has developed a cult-like following, with beer enthusiasts often traveling long distances to experience its offerings. The brewery operates on a unique non-distributing model where all its products are only available for purchase at its physical locations, emphasizing freshness and a personal connection to the brand. Additionally, beer lovers visiting the brewery can enjoy a slice from Tree House Pizza Company, serving up “hybrid New York/New Haven-style” pies.
What Makes the Brand Unique:
Tree House Brewing is distinguished by its “destination beer” model. Unlike most breweries, Tree House does not distribute its beers through external retailers; instead, it draws customers to its picturesque locations to purchase and enjoy their products. This approach has turned each of Tree House’s breweries — spread across Massachusetts and Connecticut — into must-visit destinations for craft beer lovers. The company also continuously innovates, producing a wide array of new beers each year, along with cider, spirits, and its own coffee roastery.
Tree House has invested heavily in creating unique and enjoyable customer experiences at each of its locations. For example, their Charlton, MA location is set on a beautiful 70-acre property, their Woodstock, CT site operates on a 100-acre farm with orchards, berry fields, and hop yards, while its Tewksbury, MA location offers a 9-hole golf course.
Additionally, the brewery takes an innovative, tech-driven approach to its customer experience, offering a unique pre-paid draft ticket system – customers can order a draft ticket online or via on-site kiosk and present their draft ticket to a bartender to receive their drink, bypassing the traditional (and time consuming) pay-at-the-bar process.
Growth and Future Outlook:
Tree House Brewing has experienced steady growth, becoming the largest brewer in Massachusetts outside of Boston. Despite this expansion, the company has maintained its commitment to quality and its non-distribution model, which has only added to the brand’s allure. Tree House also operates a pop-up beer garden at Boston’s Prudential Center and has plans to expand to New York with a new facility in Saratoga Springs, further solidifying its status as a leading destination brewery.
Holey Moley
Brand Overview:
Holey Moley is another rising star in the “eatertainment” space, putting a playful twist on traditional mini golf. Originating from Australia and brought to the US by parent company Funlab, Holey Moley combines creatively themed mini golf courses with a vibrant bar and social setting. The brand has quickly made a name for itself with its multi-sensory, pop-culture-inspired mini golf experience. Each venue features a variety of uniquely themed holes, all designed to offer a nostalgic and novel experience for players of all ages.
What Makes the Brand Unique:
Holey Moley stands out for its inventive and Instagram-worthy approach to mini golf. The courses are a mix of humor and nostalgia with pop culture themes – think holes inspired by Ferris Bueller’s Day Off or Game of Thrones. Holey Moley venues also feature lively bars serving up creative cocktails in quirky containers like trophy cups or miniature bathtubs, perfect for posting on the gram. With additional offerings like private karaoke rooms and outdoor stages for live music, Holey Moley offers a full-fledged entertainment experience.
Growth and Future Outlook:
Since its debut in the US, Holey Moley has been expanding rapidly, with seven locations now open in California, Texas, and Colorado and more planned across the country. The brand’s unique blend of fun, food, and entertainment has resonated well, positioning it as a leader in the experiential entertainment trend. As it continues to grow, Holey Moley is set to become a go-to destination for date nights, parties, and corporate events.
Hawkers Asian Street Food
Brand Overview:
Hawkers Asian Street Food is an Orlando-based restaurant chain that offers a unique take on Asian street food. Founded in 2011 by four friends inspired by their travels through Asia, the brand has grown steadily, bringing the vibrant flavors of street food markets from places like Hong Kong, Malaysia, and Singapore to the US. The menu features a variety of small plates, noodles, dim sum, and other street food staples, all designed to be shared in a lively, communal dining atmosphere.
What Makes the Brand Unique:
Hawkers delivers an authentic yet approachable Asian street food experience in a casual atmosphere, offering a menu of shareable plates along with craft cocktails. Unlike traditional Asian restaurants that may focus on a single cuisine or regional style, Hawkers pulls from a diverse array of street food traditions, offering everything from Korean fried chicken to roti canai. Despite the fact the brand operates 15 locations across 7 states as of 2024, Hawkers is committed to maintaining a neighborhood feel at each of their restaurants, creating an inviting neon-lit vibe drawing inspiration from street food markets around Asia.
Growth and Future Outlook:
Hawkers has experienced significant growth, expanding beyond its Florida home with locations now spread across 7 states. The brand’s sales growth has outpaced its unit growth, a testament to its popularity and the strong performance of each location. With plans to continue expanding methodically while maintaining the independent, neighborhood vibe that has made it a favorite, Hawkers is well-positioned to become a prominent name in the casual dining space. As it continue to open new locations, including recent expansions into major markets like Atlanta, Hawkers is set to keep its momentum as a leading emerging restaurant brand in the US.
Killer Burger
Brand Overview:
Killer Burger, founded in 2010 in Portland, OR, is a fast-casual chain known for its bold, handcrafted burgers. With a quintessential Pacific Northwest grunge/rock vibe, the chain serves up creative burgers that all come with bacon by default, including their famous Peanut Butter Pickle Bacon Burger (tastes better than it sounds – don’t judge it ‘til you try it). Killer Burger is dedicated to “serving big, juicy, over-the-top hand-built burgers” and made-to-order fries in a casual setting, usually blasting rock music, paired with local craft beer.
What Makes the Brand Unique:
The Peanut Butter Pickle Bacon Burger put Killer Burger on the map as a unique burger destination and it continues to stand out through its commitment to craftsmanship and a distinct rock venue-like atmosphere. While others in the “better burger” category (especially in Portland) tout high-quality, organic, farm-fresh ingredients, Killer Burger has all of that, but doesn’t make it a significant part of its brand – it simply lets the burgers do the talking. It’s not trying to re-create the ideal fast-food, backyard, pub burger, etc. – instead Killer Burger is unapologetically doing its own thing, and doing it well. Every over-the-top indulgent burger comes with bacon (no extra charge), while the menu has recently expanded to include chicken sandwiches, which have quickly become a hit, offering guests more variety while maintaining the brand’s signature indulgent style.
Growth and Future Outlook:
Killer Burger has experienced steady growth under CEO John Dikos, with plans to open several more locations in the years to come. As of 2024, the brand operates over 22 units, a mix of company-owned and franchised locations, primarily in the Pacific Northwest, with significant expansion plans in the works. The brand recently signed a franchise agreement to open another 12 locations in Oregon, Washington, and Idaho over the next five years. Through aggressive franchising and its popular burger offerings, Killer Burger is on track to significantly increase its footprint, aiming to become a major player in the competitive “better burger” space.