CEO Barry McGowan explains why Fogo de Chão especially resonates with younger consumers
When NRN and Technomic published the America’s Favorite Chains report earlier this month, there were some familiar faces gracing the top 10 — for example, Dutch Bros, The Capital Grille, and Tropical Smoothie Café, all of which made the top 10 last year.
Among the new brands to the top 10 was Fogo de Chão, a Brazilian steakhouse chain specializing in churrasco, or high-quality, fire-roasted meats. The chain, which was also the No. 1 full-service brand for Gen Z consumers, has opened more than 100 locations globally, including around 80 in the U.S.
While Fogo de Chão has had a presence in the U.S. for 27 years, it’s gained much of its momentum in the past decade or so. That’s spurred in part by Barry McGowan, who joined the brand as president in 2013 before becoming CEO in 2019. A 40-year veteran of the restaurant industry, McGowan has helped spearhead operational and cultural changes at Fogo de Chão that have become the backbone of its momentum — momentum that included 10 new U.S. locations in 2024 and another 10–12 planned for 2025.
McGowan joined the latest episode of Take-Away with Sam Oches to talk about the keys to that momentum and why the brand seems to resonate so much with younger consumers in particular.
In this conversation, you’ll learn more about why:
The full-service category is ripe for more customization
Quality does not always require complexity
Younger consumers want authenticity, discovery, and value
The systems that support a long-lasting brand can take a while to build
Culture is the first building block toward brand longevity
The restaurant revolution is as much powered by brick and mortar as by technology
Contact Sam Oches at [email protected].
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