Hawaiian Bros Island Grill plans to open restaurants in Jacksonville as part of a 52-location expansion into Florida over the next six years.

The Kansas City-based chain signed a development agreement with Southern Rock Restaurants LLC and Southern Rock Hawaii LLC to establish locations across Jacksonville, Gainesville, Tampa and Orlando, according to a company announcement published Tuesday, Oct. 13.

The agreement calls for 24 restaurants to open within the first three years, with the remaining locations planned over the following three years.

The company has not announced specific Jacksonville addresses, how many restaurants will open in the area or when the first location might begin serving customers.

Experienced franchise operator leads Florida expansion

Southern Rock CEO Max Piet, a restaurant industry veteran with more than 35 years of experience, will lead the Florida development.

His company operates nearly 200 McAlister's Deli and Dave's Hot Chicken restaurants across 13 states, according to Hawaiian Bros.

"Hawaiian Bros is a rapidly growing brand built around a simple, proven model, strong culture, and commitment to exceptional hospitality," Piet said in the announcement. "We see tremendous opportunity for it in these outstanding Florida markets."

The agreement marks Hawaiian Bros' planned entry into Florida and is among the chain's largest franchise development commitments.

Grant Kreutzer, senior vice president of franchise development at Hawaiian Bros, described the expansion as an important milestone for the company.

"Entering Florida is a highly anticipated milestone for Hawaiian Bros, and we couldn't ask for a more experienced group to help establish our presence in the state," Kreutzer said.

He also praised Southern Rock's experience developing and operating large restaurant networks.

The Jacksonville Daily Record reported the company's plans to enter the Jacksonville market Wednesday, Oct. 14.

Hawaiian-style plate lunches anchor menu

Hawaiian Bros specializes in Hawaiian-inspired plate lunches featuring chicken or pork coated in sweet, savory or spicy sauces.

Meals typically include steamed white rice and macaroni salad or vegetables. The menu also features Spam musubi, a Hawaiian snack made with seasoned rice and Spam wrapped in seaweed, along with Dole Soft Serve for dessert.

The company says its kitchens operate without freezers, fryers or microwaves, a model designed to simplify food preparation and maintain consistency across locations.

Hawaiian Bros operates several restaurant formats, including freestanding buildings with drive-throughs, inline and end-cap spaces, and smaller delivery-focused locations.

More than half of its restaurants occupy converted restaurant spaces rather than newly constructed buildings, according to a September Startland News profile.

The company has not identified which restaurant formats it plans to use in Jacksonville.

Chain has more than 350 restaurants in development pipeline

Founded in 2018, Hawaiian Bros has grown to more than 80 restaurants across 14 states, with most locations owned and operated by franchisees.

The chain has signed development agreements for more than 350 additional restaurants across 20 states and more than 75 markets, according to the company.

Restaurant Dive reported that Hawaiian Bros generated approximately $2.4 million in average annual sales per restaurant in 2025.

A September Startland News profile cited average annual sales of approximately $2.5 million, with the top 25% of franchised locations averaging about $3.5 million, according to Kreutzer.

Those figures reflect existing restaurants and do not represent sales projections for the planned Jacksonville locations.

The Florida agreement adds another 52 restaurants to the company's development pipeline as it expands beyond its existing markets.

Specific sites, construction schedules and opening dates for Jacksonville have not been announced.