The News
Hawaiian Bros, a restaurant chain known for its island-inspired plate lunch and Dole Soft Serve®, is opening its second location in Knoxville, Tennessee. The new restaurant, operated by Sequoyah Hospitality, will host a grand opening on April 13 with events for the community. The first 100 customers will receive a free t-shirt and gift card, and one winner will get a year of Hawaiian Bros.
Hawaiian Bros’ newest Tennessee launch goes beyond a typical franchise move; it shows how a fast‑growth brand is reshaping the final step of market entry in a region still rooted in traditional approaches.
Knoxville’s opening on April 13 marks Sequoyah Hospitality’s second Tennessee site and first in Knoxville. The launch includes t‑shirts and gift cards valued between $25 and $500 for the initial 100 customers, plus VIP events earlier that week offering free plate lunches to first responders, medical staff, students and local business employees.
The brand’s “Aloha spirit” narrative dovetails with its expansion pace—from just over 60 outlets in nine states by year‑end 2025 to almost 100 locations in fourteen states by April 2026. The addition of forty new restaurants over six months equates to an annualized growth rate well above the fast‑casual sector’s 6.8 % CAGR, showing a strategy that outpaces the industry norm.
Hawaiian Bros avoids freezers and microwaves; every dish is made fresh on site, keeping ingredient costs low and inventory turns brisk. For distributors, this fresh‑prep, island‑themed menu looks appealing but demands a distinct supply‑chain model compared with conventional canned or pre‑packaged goods. Operators can’t just add a generic “Hawaiian Bros” SKU; they must negotiate ingredient sourcing and storage procedures that align with the brand’s fresh‑prep approach.
The initial 100 gift‑card giveaway serves as a launch‑economic indicator. The $25–$500 tiered incentive can pull foot traffic in a crowded fast‑casual market where margins are tight and acquisition costs high. For a distributor eyeing a new category, the lesson is clear: carrying a brand that uses a “giveaway” model for launch requires absorbing marketing spend and coordinating with franchisees on in‑store activation.
Operators who already have strong local presence can adopt a similar tactic—handing out branded swag or modest gift cards—to create buzz without overhauling their inventory.
The Knoxville opening also illustrates a focused regional rollout. Launching a second Tennessee store just six months after the Hixson location shows Sequiyah Hospitality leveraging economies of scale in marketing, supply chain and operational training within a single state. For distributors, this presents an opportunity for “regional exclusivity” deals: securing a partnership early can tap into a brand with built‑in momentum and proven ability to capture market share quickly.
Operators who already have strong local presence can adopt a similar tactic—handing out branded swag or modest gift cards—to create buzz without overhauling their inventory.
Original Press Release
Hawaiian Bros, one of the fastest-growing restaurant chains, is opening its newest island-inspired location in Knoxville, Tenn. Sequoyah Hospitality, a multi-unit franchisee, continues to expand as they introduce their first Hawaiian Bros restaurant in the area.
Hawaiian Bros is hosting a grand opening celebration at their new location in the Knoxville area (6903 Kingston Pike, Knoxville, Tenn. 37919) on April 13 at 11 a.m. At the grand opening, the first 100 customers in line will receive a free t-shirt and a Hawaiian Bros gift card ranging from $25-$500 (with purchase), and one lucky winner will win Hawaiian Bros for a year.
Hawaiian Bros will also host VIP events on April 11 from 11 a.m. to 2 p.m. and 5 p.m. to 8 p.m. First responders, medical personnel, academic staff, students, and local business employees will be treated to a free classic Plate Lunch.
"With our expansion to Knoxville, we're eager to share the Aloha Spirit and true island comfort food of Hawaiian Bros with the community" said Brion Voges, Owner/Operator of Sequoyah Hospitality. "We're looking forward to celebrating the grand opening of our newest location with the neighborhood."
Hawaiian Bros is known for its island-inspired plate lunch, which offers a variety of juicy chicken or pork glazed with sweet, savory or spicy sauces; macaroni salad, a bed of fluffy steamed white rice or vegetables; and for dessert, a smooth and tropical Dole Soft Serve®. Never relying on freezers or microwaves, the simple menu is prepared with the highest quality, freshest ingredients - unlike any fast-casual restaurant in the area.
To learn more about Hawaiian Bros and its offerings, visit https://hawaiianbros.com/.
About Hawaiian Bros
At Hawaiian Bros, we're inspired every day to spread the Aloha Spirit; to show kindness and respect, and to treat everyone as 'ohana - like family, in everything we do. Founded on the principles of honor, inclusion, and gratitude, we respect the dignity and self-worth of every team member and guest. We value our differences and celebrate our common ground. And, we say, "thank you" often, emphasizing the positives in our lives every day. Hawaiian Bros owns and operates nearly 100 restaurants serving the Aloha spirit in 14 states across America and has expanded its franchise opportunities since 2023.
Hawaiian Bros has earned a variety of prestigious awards since its opening in 2018, including a number one spot on Ingram's Corporate Report of the Top 100 fastest growing companies and the number seven spot on QSR Magazine's 40/40 List of America's Hottest Startup Fast Casuals. Hawaiian Bros has been named QSR Best Brands to Work For and is a multi-year Fast Casual Top 100 Movers & Shakers winner. For more information, visit www.hawaiianbros.com.
Sources consulted (web research):
- Hawaiian Bros Says Aloha To Its Second Location In Tennessee 302739383
- 89586386007
- Knoxville Says Aloha To Its Newest Hawaiian Bros Location On April 13…
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- Phoenix Arizona Says Aloha To New Hawaiian Bros Location 302314374
- Hawaiian Bros Debuts Tennessee
Source: PR Newswire