Dallas Firm Acquired Fuego Tortilla and Rice Box
The restaurant operator added these concepts to its portfolio in 2024 to scale regional operations.
Updated on Oct. 9, 2026 in Openings & Closings
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In 2024, Dallas-based Uncommon Brands acquired restaurant operators Fuego Tortilla Grill and The Rice Box. The acquisitions aim to accelerate the expansion of these regional food concepts across Texas and neighboring states.
Why it matters
The acquisitions allow the founders of these regional chains to secure strategic support or exit strategies while facilitating broader market penetration. For operators, this movement signals an ongoing consolidation trend where well-capitalized holding companies scale niche brands.
Fuego Tortilla Grill doubled its footprint to 8 locations following its acquisition, while The Rice Box currently operates 5 units. The firm also introduced a $5 price point for beer and margaritas to drive unit-level performance.
The players
Uncommon Brands
A Dallas-based restaurant holding company backed by Crux Capital that acquires and scales regional dining concepts.
Douglas Kwong
The current vice president of marketing at Uncommon Brands who previously served as an executive at &pizza.
Lucious Kimble III
The corporate controller at Uncommon Brands who manages financial oversight for the firm's growing portfolio.
The details
Uncommon Brands, backed by Crux Capital, is leveraging centralized management to scale its acquisitions. The firm has integrated operational expertise by hiring former &pizza executives, including Douglas Kwong as vice president of marketing and Lucious Kimble III as corporate controller. The Rice Box continues to focus on its distinct Tokyo streetscape design, while Fuego Tortilla Grill has updated its beverage menu to boost revenue.
Timeline
Uncommon Brands was founded in late 2023.
The firm acquired The Rice Box in 2024.
New units for The Rice Box are scheduled to open in Austin and Dallas-Fort Worth next year.
Market Landscape
This acquisition follows the established pattern of private equity-backed holding companies consolidating regional restaurant chains to capture scale. The move mirrors industry-wide efforts to standardize operations across smaller, high-growth food concepts.
Operators should monitor these market entries as indicators of shifting competitive density in the fast-casual segment. Watch for how standardized management and beverage-menu additions, like the $5 margarita price point, impact local margin expectations and pricing power.
The takeaway
Centralized management can accelerate unit growth by applying consistent marketing and financial controls to regional brands. Assess whether your current unit-level pricing and design elements are optimized to support a potential multi-market expansion strategy.
What happens next
The Rice Box will open a sixth unit in Clear Lake and plans to enter the Austin and Dallas-Fort Worth markets next year.
Further reading
For more insight into regional development, explore our Texas Openings & Closings coverage.
Source note: This article includes information reported by Restaurant Business.
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