In a state where brisket is practically a religion, a new kind of BBQ is about to open its doors. On July 24th, Ono Hawaiian BBQ makes its Texas debut in Plano—the fast-casual brand's first-ever Lone Star State location and a headline move in a national expansion that operators across the foodservice industry should be watching.
For a brand with more than 130 restaurants concentrated in California and Arizona, the leap into North Texas is more than a single ribbon-cutting. It's a calculated test of whether island-inspired plate lunches can travel—and thrive—in one of America's most fiercely regional barbecue markets.
What's Opening in Plano
The new restaurant sits at 8724 Preston Rd. in Plano, TX, and comes equipped with a drive-thru—a smart, throughput-friendly format for a fast-casual concept chasing off-premise convenience. The location introduces North Texas diners to Ono's signature menu of freshly grilled, made-to-order Hawaiian-inspired favorites.
On the menu, guests will find the plate lunches that built the brand:
- BBQ Chicken
- BBQ Beef
- Kalbi Short Ribs
- Island Fire Chicken
- Chicken Katsu
- A variety of seafood offerings
Each is prepared fresh daily and served with the traditional plate lunch sides of two scoops of rice and macaroni salad. Fan favorites like Spam Musubi round out a lineup designed to work equally well for dine-in guests and grab-and-go traffic.
A Bold Bet in Barbecue Country
Bringing "BBQ" to Texas is a confident play—and Ono is leaning into the contrast rather than dodging it. In a state celebrated for its iconic barbecue heritage, the brand is offering diners a distinctly different take rooted in Hawaiian flavors and aloha hospitality.
"Texas has long been a market we're excited about, and we're thrilled to introduce Ono Hawaiian BBQ to Dallas," said Joshua Liang, Co-Founder and CEO at Ono Hawaiian BBQ. "Our goal has always been to share the flavors, and aloha spirit through fresh, quality food and genuine hospitality. We look forward to becoming part of the Dallas community and welcoming guests to experience what has made Ono Hawaiian BBQ a favorite for more than two decades."
Founded in 2002, the family-owned brand has built its reputation on scratch-made, grilled-to-order plates—a positioning that blends the quality cues diners increasingly demand with the speed and value of the fast-casual model.
Grand Opening Celebration
To mark its arrival, Ono Hawaiian BBQ is hosting a grand opening celebration on July 24th featuring:
- Buy one get one free, all day
- A Hawaiʻi-inspired giveaway, including two tickets to Cirque du Soleil's ʻAuana and a stay at the OUTRIGGER Waikīkī Beachcomber Hotel
- Opportunities for guests to experience the brand's signature menu and hospitality firsthand
Why It Matters
The Plano opening is the first of multiple planned Texas locations, making it a key step in a broader national growth strategy—and a useful case study for anyone tracking fast-casual expansion.
Here's what foodservice operators, franchise developers, and real estate/procurement teams should take away:
- Regional cuisine can be a differentiator, not a liability. Entering barbecue country with a Hawaiian-flavored concept is a lesson in leaning into what makes you distinct instead of competing head-on with entrenched local players.
- The drive-thru is doing the heavy lifting. Pairing a scratch-cooked, made-to-order menu with an off-premise format is exactly where fast-casual growth is trending—quality perception plus convenience throughput.
- Menu consistency travels. By keeping its established plate-lunch lineup intact for a brand-new market, Ono is betting on recognizable value and operational simplicity as it scales into unfamiliar territory.
For operators eyeing new markets, Ono's Texas move is a reminder that a strong, differentiated concept—backed by fresh preparation and a clear hospitality identity—can open doors even in the most competitive category.
Want more on how brands are scaling smartly? See our look at the full-service restaurant franchises to consider in 2026 and how operators are reengineering their programs for scale.
Is island-style BBQ a winning play in Texas? Weigh in and share your take in the comments—we want to hear from the operators watching this expansion unfold.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
