Rock Strategic expands its footprint in Southern Nevada as strong performance fuels confidence in the fast-casual brand’s growth strategy.
- Rock Strategic signs a six-unit development agreement for Hawaiian Bros in South Las Vegas.
- Chris Aslam leads the franchise group, currently operating one location in North Las Vegas.
- The franchise group also operates four Hawaiian Bros locations in San Antonio, Texas.
Rock Strategic LLC is expanding its investment in Hawaiian Bros Island Grill with a six-unit development agreement that will strengthen the brand’s presence in South Las Vegas. The move builds on the operator’s early success in the market and reflects growing confidence in the fast-casual concept’s regional potential.
Led by Chris Aslam, Rock Strategic currently operates a Hawaiian Bros location in North Las Vegas and has additional units planned across the area. The group also manages four Hawaiian Bros restaurants in the San Antonio market and oversees a broader portfolio of more than 70 quick-service restaurants across multiple brands.
“The response our Hawaiian Bros restaurants have generated from guests in San Antonio and North Las Vegas has been very strong,” Aslam said. “We are excited to build on that momentum as we expand into the South Las Vegas market and bring the brand to more communities.”
The company’s decision to accelerate development follows the opening of its first Las Vegas-area location in 2025, where performance has met or exceeded expectations. Strong unit economics and consistent customer demand in both Nevada and Texas have supported the operator’s strategy to scale within established territories.
For the franchisor, the agreement reflects a broader focus on disciplined growth with experienced multi-unit partners. Carey Malloy, Chief Development Officer, said Rock Strategic has demonstrated operational strength and team leadership that translate into high-performing restaurants and loyal guest bases. The continued expansion in Las Vegas aligns with the brand’s long-term strategy to grow methodically in high-potential markets across the United States.
Key Facts:
| Number of New Units | Rock Strategic is adding six new Hawaiian Bros locations in South Las Vegas. |
|---|---|
| Franchise Background | Rock Strategic LLC manages over 70 quick-service restaurant franchises across various brands. |
| Hawaiian Bros Origins | Hawaiian Bros opened its first location in the Las Vegas area in 2025. |
| Franchise Growth | The rapid expansion in Las Vegas supports the broader strategy to scale Hawaiian Bros nationwide. |
| Operational Excellence | Rock Strategic has demonstrated consistent unit performance leading to further investment in the market. |
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