by Nathan Morse
The Japan-originating fast-casual concept Pepper Lunch currently boasts over 500 locations in 17 countries, but in 2025 the brand plans to expand into North American markets. The restaurant already has locations in California, Nevada, Texas, and Vancouver, with new stores planned in Arizona, Florida, and Hawaii. Pepper Lunch serves DIY teppanyaki dishes in patented induction cookers and iron plates that bring cooking to the table as part of the company’s uniquely innovative and experiential fast-casual dining brand. The restaurant has a noticeably varied menu including pepper rice, steak, seafood, curry, and pasta options that follow the promise of giving customers greater control over their meals.
The opening of a new prototype store in Irvine, California in February offers a glimpse of what can be expected from the designs of the locations to come. So far, Pepper Lunch has not opened any standalone stores in North America, meaning that the extent of their aesthetic identity is mainly interior, but there has already been an apparent shift in the brand’s direction when comparing the latest store to previous locations. The rendering of the new prototype demonstrates a commitment to clean minimalism with neutral tones and simple furnishings throughout the store. The choice of wood as the dominating material finish in the restaurant brings warmth to the space.
This contrasts heavily with earlier store designs, which utilized darker, more industrial materials, as seen in one of the company’s earlier stores, also in Irvine. The interior finishes are noticeably cooler than in the new rendering, with grey tile, brick veneer, steel light fixtures, and an accent wall with chalkboard graphics. The rugged chalkboard style has been replaced with a cleaner design in the new prototype, possibly reflecting a response to shifting cultural values. Where the cool-toned, industrial aesthetic may have fit well with the restaurant’s DIY aspects, it could be argued that the clean minimalism of the new design appeals more to healthy eating and control. This shift is also evident in the change to fully automated ordering.
While Pepper Lunch seems to be keeping things simple for their expansion into North America, their stores abroad have more elaborate designs, which might indicate what can be expected from future designs. One common prototype has a large skillet-shaped sign in the front and a much larger dining area, and a new upscale design in Singapore takes minimalism further, looking more like a spa than a restaurant. Pepper Lunch is set to open its first Arizona store on the ASU campus with more stores in the Phoenix market to be announced.
