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.
