Scaling the Steaks: Texas Roadhouse CEO Outlines Bold 2026 Expansion for Jaggers and Bubba’s 33
Texas Roadhouse is no longer just a steakhouse company; it is officially a multi-brand powerhouse. In a major update from CEO Jerry Morgan during the May 2026 Q1 earnings call, the company confirmed that it is aggressively scaling its sister concepts, Bubba’s 33 and Jaggers, alongside its flagship brand. With Texas Roadhouse having recently surpassed Olive Garden as the #1 casual dining chain in the U.S., the company is leveraging its “legendary experience” to dominate new market segments.
For the savvy household manager, this means a much higher probability of these high-value dining options appearing in your local neighborhood by the end of the year.
The “Road to 35” Development Plan
Management has reiterated a robust development target for 2026, with a focus on company-owned growth. The 2026 slate includes approximately 35 new company-owned openings, weighted heavily toward the back half of the year:
- Texas Roadhouse (~20 locations): The flagship continues to expand, primarily targeting the Northeast and Southeast, with a growing push into western states like Nevada and the Dakotas.
- Bubba’s 33 (~10 locations): This sports-themed concept (burgers, pizza, and wings) is the company's primary “growth engine” for suburban markets. With weekly sales averaging over $128,000 per store, management is accelerating its “Road to 200” strategy.
- Jaggers (Up to 5 corporate + 3-4 franchise sites): This fast-casual burger and chicken joint represents the company’s foray into the quick-service segment. While still the smallest of the three, it is the primary focus for new franchise partnerships in 2026.
Technological “Efficiency” Upgrades
The 2026 expansion isn't just about new buildings; it’s about a mechanical overhaul of the dining experience to ensure faster service and higher table turnover:
- The Digital Kitchen Rollout: As of May 2026, the company is on track to complete its transition to a paperless kitchen system. By replacing paper tickets with digital screens, order times have been shaved by “precious minutes,” allowing staff to handle higher volumes without sacrificing food quality.
- Roadhouse Pay: At-the-table digital kiosks are now available at nearly every location, allowing families to pay their tabs instantly rather than waiting for a server to bring a paper check.
- Upgraded Handhelds: Servers are currently testing new handheld tablets that allow orders to be sent to the kitchen instantly from the table, further reducing the wait time for those famous rolls.
What’s New on the Menu?
While the “hand-cut steaks” remain the anchor, 2026 is seeing a significant evolution in the beverage and “to-go” departments:
- The “Dirty Soda” Expansion: Following successful tests in Idaho and Utah, Texas Roadhouse is rolling out regionally inspired “dirty sodas” and colorful mocktails to cater to younger demographics and non-drinkers.
- “Texas Roadhome” Infrastructure: New locations are being built with dedicated “To-Go” entrances and parking to accommodate the fact that off-premise orders now account for 12–13% of total sales.
- Pricing Strategy: Despite “Beef Super-Cycle” inflation (with beef costs projected to rise 6–7% this year), the company implemented a modest 1.9% price increase in early April 2026, intentionally keeping prices below competitors to maintain its “value champion” status.
Quick Stats: Texas Roadhouse Inc. in May 2026
| Metric | Status / Goal |
| Total Systemwide Outlets | 872+ |
| 2026 Target Openings | ~35 Company-Owned |
| Weekly Sales (TR Flagship) | ~$140,000 |
| Weekly Sales (Bubba's 33) | ~$128,000 |
| Capital Expenditures | ~$400 Million |
Texas Roadhouse is entering the second half of 2026 as a bastion of consistency. By focusing on the fundamentals—high-quality food and aggressive efficiency—Jerry Morgan’s team is ensuring that “Value” remains the brand's ultimate competitive advantage.
