As of 2017, Texas de Brazil COO Salim Aswari oversaw 53 locations of the Brazilian steakhouse concept in 11 countries and had plans to add 5 to 10 new locations every year. Now, Texas de Brazil is the largest Brazilian steakhouse brand in the world.
Asrawi is the COO of Texas de Brazil, the world’s largest Brazilian steakhouse brand, and oversees the company’s domestic and international operations to the tune of nearly $100 million annual revenue.
An immigrant from Lebanon, Aswari opened the first Texas de Brazil location in Addison, Texas in 1998 by liquidating his savings. He has pioneered the Brazilian steakhouse concept in the U.S. and is profiled in George W. Bush’s study of noteworthy immigrants, Out of Many, One.
How did he do it all? Among other things, Aswari contributes his success to these 3 qualities:
Consistency. Each new Texas de Brazil location receives the same individual attention and treatment as the first store. Asrawi ensures that employees are continually trained, and that product quality is consistently high.
Guest-first focus. While the Brazilian steakhouse concept was novel when Aswari started Texas de Brazil, he now faces many competitors. He differentiates the brand by focusing on guest experience, rather than shareholder value.
Patient growth. New Texas de Brazil locations are the result of the right timing, says Asrawi. He makes sure to never overreach and insists on securing profitable deals with landlords. It’s working: Texas de Brazil plans to open 5 to 10 new locations every year.
Want to learn more about Salim Asrawi or the Texas de Brazil story? Check out their website here.
