New Partnership Set to Bring 20 New Huddle House Locations to Texas, Paving the Way for Brand Growth
Expanding Huddle House’s Footprint in Texas
In a major move to reignite growth, Huddle House, a beloved casual dining brand owned by Ascent Hospitality, has signed its largest franchise development agreement to date. The 20-store deal with WE Food Enterprises Hospitality Group will significantly expand Huddle House’s footprint in Texas, where it currently has 17 franchised locations, as of late 2023.
Opening Timeline: First Texas Location Expected in 2025
The first of these new locations is expected to open in Spring, Texas—a bustling Houston suburb—in June 2025, with three more to follow later that month. This ambitious partnership aims to revitalize the brand and boost its presence in a state with high growth potential.
Addressing Past Challenges to Spur New Growth
Huddle House’s franchisee base and store count have declined over the past several years. From 2021 to the close of 2023, the total units fell from 313 to 272, with a franchised location count dropping from 260 to 216. Despite these challenges, WE Food Enterprises saw Huddle House’s potential, recognizing the chain’s commitment to fostering a community atmosphere.
Aligning on Values and Community Impact
“We aligned with Huddle House’s values and mission,” said WE’s Chief Information Officer, Justin Criswell. “Our vision is to create a welcoming hub for families, local schools, and college communities while offering valuable job opportunities for students.”
A Bright Future Ahead for Huddle House and Franchise Expansion
Ascent’s Chief Development Officer, Peter Ortiz, who joined in 2021 to revamp Huddle House’s and Perkins’ franchising efforts, expressed optimism about the deal’s impact on future growth. “This partnership demonstrates the strong interest from franchisees in our brand, and we’re excited to see this momentum continue,” said Ortiz.
Building Momentum in a Competitive Casual Dining Market
As the casual dining industry evolves, Huddle House joins other chains like California Pizza Kitchen in leveraging new franchising strategies to fuel expansion and attract new franchisees. This landmark deal positions Huddle House for a new era of growth, promising a fresh chapter in its brand story in Texas and beyond.
