Staffing

Pepper Lunch North America CEO Troy Hooper steps down, shifts to adviser role

Photo: Pepper Lunch

September 11, 2026

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Pepper Lunch North America CEO Troy Hooper is stepping down from day-to-day operations to become a strategic adviser to the board, effective Sept. 25.

Yuto Tago, group CEO of Hot Palette Holdings Group, will assume direct leadership of the brand's U.S. operations as the Japanese-born fast-casual concept deepens its focus on domestic expansion. Mark Bailey will remain in his role as chief operating officer to manage operational continuity.

The transition signals a shift for the experiential brand — known for its interactive DIY teppan sizzling iron plates — as it moves from initial U.S. foundation-building to scaling multi-unit franchise growth across the Americas.

"The United States has become one of the most important strategic markets in the Pepper Lunch system," Tago said in a release. "As more of our franchise partners grow into multi-unit operators, we want to bring the full strength of our global organization to help them succeed."

Hooper, who helped re-establish the brand's footprint in the U.S. market following Hot Palette's reacquisition of the domestic business, will continue offering strategic guidance to the board.

"Serving as CEO of Pepper Lunch has been one of the most rewarding experiences of my career," Hooper said in the release. "Pepper Lunch is entering an exciting new chapter. I believe Yuto, Mark, and the broader team are exceptionally well-positioned to take the business to the next level."

In addition to serving as a primary target for restaurant expansion across North and Latin America, the U.S. market will also act as a key ingredient sourcing hub — particularly for beef — for Pepper Lunch's broader global supply chain.

Founded in 1994, Pepper Lunch operates more than 580 locations across 16 countries.