The fast-casual Mediterranean chain is pairing company-owned operations with health, fitness and community partnerships as it expands across Western markets

By Allegra Roza

Luna Grill is expanding at a pace of about one new restaurant per month in 2026, but the fast-casual Mediterranean chain says its growth strategy depends on more than adding locations. The company is leaning on company-owned operations, local partnerships and market-specific restaurant design to reach new customers while protecting the food quality and family identity that shaped the brand.

The approach is especially relevant in the Inland Empire, where changing demographics, population growth and continued business development have created opportunities for restaurant brands offering convenient, health-conscious meals.

“The Inland Empire is a huge market with so much opportunity,” Billy Grenham, Luna Grill’s chief marketing officer, said in a Sept. 3 interview with the Inland Empire Business Journal. “For Luna Grill, the Inland Empire is a great fit. We love the communities, the density and how family-oriented the region is.”

Luna Grill began in San Diego County in 2004, when husband-and-wife founders Sean and Maria set out to provide their two daughters and their community with fresh food made from quality ingredients. The idea was to serve meals that were flame-grilled, prepared from scratch and cooked to order without the formality or time commitment of traditional sit-down dining.

That original mission remains central to the company as it grows beyond its San Diego base. Luna Grill now operates more than 60 restaurants and has expanded across California, Texas and Arizona. Grenham said the company expected to open about 12 restaurants in those states during 2026 and is targeting annual growth of roughly 20% moving forward.

The company’s expansion plan includes additional development in existing California markets as well as potential entry into Houston, Austin and Las Vegas. Grenham said Texas has been a particularly strong market, with Dallas and Fort Worth generating demand from restaurant customers and catering clients. Arizona also has become an important growth market.

Southern California remains a priority. The company recently opened in Santa Monica and sees further opportunity in the South Bay and the Inland Empire. Rather than impose a single restaurant format on every market, Luna Grill adjusts its footprint and seating to fit each location. Some restaurants emphasize convenience for customers on the go, while larger sites provide more room for families and groups.

The brand also works to make each restaurant reflect its surrounding community. Through an initiative called Project Grand Soul, Luna Grill commissions local artists and incorporates regional references into restaurant interiors. At its Park Sierra location, for example, the artwork includes a reference to a nearby mission. At a Pico Rivera restaurant, a mural draws from the visual character of Whittier Boulevard and the area’s lowrider culture.

“When someone enters a new Luna Grill, we want them to see that we’ve done our homework and taken the time to understand the local community,” Grenham said.

Grenham joined Luna Grill in December 2024 as the company’s first chief marketing officer after holding marketing and communications roles with brands including PepsiCo, Taco Bell, Lazy Dog Restaurant & Bar, CycleBar and Chuze Fitness. His work at Luna Grill has focused on strengthening the company’s identity, increasing customer engagement and connecting the brand with consumers’ growing interest in health and wellness.

The strategy is producing measurable gains, according to Grenham. He said Luna Grill has recorded five consecutive years of same-store sales growth and 12 consecutive quarters of transaction growth. In the most recent quarter discussed during the interview, the company posted 11% same-store sales growth on top of 7% growth in the prior-year period.

Grenham said the results were driven by more frequent customer visits rather than a short-term promotion or reliance on price increases. The company has emphasized its made-to-order food, employees and founding story while positioning the brand at the intersection of convenience, nutrition and accessibility.

Digital ordering and loyalty are increasingly important to that effort. Grenham said about 30% of Luna Grill transactions come through the company’s app. New users receive $5 off their first purchase, and loyalty members earn rewards equal to 10% of their spending. The app also allows Luna Grill to personalize offers and test products, including bowls that first appeared as digital exclusives.

Health and fitness partnerships are another part of the growth strategy. Luna Grill has worked with the Dallas Cowboys during the preseason and developed a partnership with the San Diego Wave professional soccer team. The company also collaborates with gyms and fitness studios through catered classes, promotions and on-site experiences. A partnership with YogaSix included a customized Balance Bowl and yoga sessions hosted on restaurant patios.

The company’s catering business is also expanding as employers look for healthier meal options for workers. For athletes, Luna Grill can customize meals based on protein targets, macronutrients and training needs. Grenham said those capabilities are helping the company build relationships across professional sports, fitness and health care.

Maintaining consistency during expansion remains a central operating challenge. Luna Grill uses a batch kitchen to improve forecasting and reduce waste, and its leadership team monitors changes in supply, pricing and demand. The company also remains company-owned rather than franchised, a structure Grenham said gives Luna Grill greater control over food quality and restaurant operations.

The company is pairing those systems with a deliberate approach to local engagement. Before entering a market, Luna Grill seeks relationships with community organizations, schools and business partners that already understand local needs. Grenham said that work is particularly important in regions such as the Inland Empire, which historically received fewer restaurant and retail options than neighboring Los Angeles and Orange counties.

For Luna Grill, the long-term objective is national expansion without losing the purpose that motivated its founders. That means investing in operational capacity, improving processes and adapting marketing to each community rather than assuming the same approach will work everywhere.

“We want to provide value and give back to the communities that support us,” Grenham said. “Ultimately, it’s about working with larger national partners while also building relationships with local studios and organizations.”

The downtown Riverside restaurant will create nearly 150 jobs and accommodate more than 275 guests across its dining room, private-event spaces and outdoor patio.

Fleming’s Prime Steakhouse & Wine Bar will expand its Southern California presence this November with the opening of its first Riverside location.

The new restaurant, located at 3777 Mission Inn Avenue near the historic Mission Inn Hotel & Spa, will bring Fleming’s signature steaks, international wine collection and upscale dining experience to downtown Riverside. It will become the company’s 14th California restaurant and is expected to create nearly 150 local jobs.

Spanning approximately 8,751 square feet, Fleming’s Riverside will accommodate more than 275 guests. The restaurant will include a main dining room, three private dining spaces and a large outdoor patio.

The variety of spaces will allow the restaurant to accommodate intimate dinners, social gatherings, business meetings, corporate functions and larger celebrations. Guests will also be able to reserve the restaurant’s Chef’s Table for a more personalized dining experience.

“It’s important that we tailor our offerings to each of our communities while staying true to what Fleming’s is known for,” said Dewayne Glass, operating partner of Fleming’s Riverside. “With wine country right here in our backyard in Southern California, we’re eager to welcome guests with an experience that complements the menu and feels connected to the region.”

Glass will lead the Riverside restaurant alongside Chef Partner Ryan Wong. Together, they will oversee the guest experience, culinary program and daily operations.

Wong has been with Fleming’s for nearly 10 years and is known within the company for bringing consistency, creativity and bold flavor to his cuisine.

The Riverside menu will feature Fleming’s signature prime steaks along with specialty offerings such as caviar service and A5 Japanese Wagyu. Wong will also develop a selection of chef specialties for the new location.

Beyond its traditional dinner service, the restaurant will offer a nightly Social Hour and specialty coursed menus on Sundays and Tuesdays. Its wine program will feature selections sourced from prominent producers around the world, complementing the restaurant’s steak, seafood and specialty dishes.

The opening will add another nationally recognized restaurant brand to downtown Riverside, which continues to develop as a regional destination for dining, hospitality, arts and entertainment. Its location near the Mission Inn is expected to attract business travelers, visitors, local professionals and organizations seeking private dining accommodations.

The nearly 150 jobs associated with the opening will also contribute to Riverside’s hospitality workforce and the continued economic activity surrounding the downtown district.

Fleming’s was founded in Newport Beach in 1998 by Paul Fleming and Bill Allen. The founders envisioned a contemporary steakhouse that moved beyond the conventions traditionally associated with the category.

The company has since expanded to more than 60 locations nationwide, offering prime steaks, seafood, wine and private-dining experiences.

Fleming’s Riverside is scheduled to open in November 2026. Guests can register for opening announcements, exclusive invitations and restaurant news at Fleming’s Riverside Coming Soon.

Additional information about Fleming’s Prime Steakhouse & Wine Bar is available at FlemingsSteakhouse.com.

International Brazilian Steakhouse Opens with Signature Churrasco Experience and Community Commitment

RANCHO CUCAMONGA, CA — October 9, 2025

The unmistakable aroma of fire-roasted meats and the rhythm of sizzling skewers have officially arrived in Rancho Cucamonga. Fogo de Chão, the globally celebrated Brazilian steakhouse, opens its newest location at 12240 Foothill Blvd. on Monday, October 13, marking the restaurant group’s 12th location in Southern California and introducing its signature Culinary Art of Churrasco to the heart of the Inland Empire.

As part of their grand opening, Fogo is donating 10% of its first week’s sales to Patria Food Distribution Center, a local nonprofit providing food relief and hope to those in need. The Rancho Cucamonga location also brings a boost to the local economy by creating over 100 jobs and offering a fresh dining experience built on tradition, hospitality, and innovation.

A Culinary Theater

Designed in collaboration with global firm Harrison, the restaurant presents an elegant yet energetic space, centered around an open churrasco grill. Guests are immersed in the Brazilian dining ritual, watching as Gaucho Chefs butcher, season, and grill premium cuts of meat over open flame. The space also includes a Market Table featuring fresh, seasonal items, a vibrant Bar Fogo, and private dining rooms tailored for everything from business meetings to milestone celebrations.

“We’re thrilled to continue our growth in Southern California with our new location in Rancho Cucamonga,” said Barry McGowan, Chief Executive Officer of Fogo de Chão. “This is a diverse and growing community, and we look forward to welcoming both new guests and loyal Fogo Fans to experience a tradition that’s rooted in authenticity.”

The Menu: Something for Everyone

The cornerstone of the Fogo experience is the Full Churrasco Experience, a prix-fixe menu that includes a never-ending tableside rotation of flame-grilled meats like bone-in ribeye, lamb chops, and Picanha (Fogo’s house specialty), paired with Brazilian sides and the Market Table’s vibrant offerings.

Other highlights include:

• Indulgent Churrasco Experience – Adds luxury enhancements like Butter-Bathed™ Lobster Tail or Roasted Bone Marrow with dessert.
• Best of Brazil – A limited-time curated menu available for $54.
• Weekday Lunch – Starting at $18, a great entry point for new guests.
• Weekend Brazilian Brunch – Features brunch classics fused with churrasco, plus waffle and omelet stations.
• Bar Fogo – Offers all-day happy hour with $10 cocktails, $8 wines, $5 beers, and bites like the $10 Picanha Burger and Lobster & Shrimp Tacos.
• Wagyu Experiences – Including a 20 oz. New York Strip carved tableside and a dry-aged Tomahawk Ribeye.

Health-conscious and dietary-aware diners will find inclusive options like Chilean Sea Bass, Seared Tofu & Black Bean Pasta, and Cauliflower Steak—ensuring every guest, regardless of preference, has a satisfying option.

At the Helm: A Local Leader with National Roots

The new Rancho Cucamonga location is led by General Manager Jenna Peterson, a standout Fogo team member who started in 2021 as a bartender and rose through the ranks from Portland to Huntington Beach. Her leadership reflects the brand’s commitment to internal growth and exceptional service.

With over 60 locations worldwide, Fogo de Chão continues to expand its footprint while staying true to its roots—bringing authentic Brazilian hospitality and culinary artistry to every city it enters.

Family-Friendly, Business-Ready

Fogo is built for everyone—from corporate groups to families. Children under six dine free, and kids aged 7–12 eat at half price. The location also offers customizable group dining packages, dedicated event managers, and A/V-equipped private rooms, making it an ideal choice for business functions, celebrations, and special events.