Wonder Sets Sights on Texas, Plans 100-Plus Locations by End of 2027
The delivery- and pickup-focused restaurant company founded by former Walmart executive Marc Lore announced it will open for business in Texas in 2027, marking its first expansion beyond the Northeast and Mid-Atlantic. The move will bring Wonder to the Dallas-Fort Worth, Houston, Austin and San Antonio metropolitan areas, with Dallas-Fort Worth serving as the initial entry point.
Wonder expects to open more than 100 Texas locations by the end of 2027 and create thousands of new jobs statewide. Ahead of its first openings in early 2027, the company is already investing in storefront construction, kitchen buildouts, technology infrastructure and professional services in the region.
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"We're excited to enter Texas and introduce more people to what makes Wonder unique – chef-crafted menus, unmatched variety, and seamless convenience," said Tony Hoggett, CEO of Wonder North America. "Texas' dynamic food culture, population growth, and suburban footprint align closely with our delivery-first model."
The Texas push comes as Wonder continues to build momentum in the Northeast. The company recently debuted in Massachusetts with three new locations in Belmont, Natick and Framingham, with six more set to follow in the coming months. Wonder now operates more than 100 locations across nine states and Washington, D.C., and says it's on pace to surpass 200 storefronts by year's end.
Wonder's model lets customers order from more than 20 different restaurant concepts - including Alanza, Tejas Barbecue and Streetbird by Marcus Samuelsson - all made to order and delivered fast and free.
The company has also been on an acquisition tear. It purchased Grubhub for $650 million in late 2024, bought meal kit company Blue Apron for over $100 million in 2023, and picked up Sweetgreen's robotics unit Spyce for $86.4 million in cash and shares. Most recently, Wonder acquired New York City-based Blue Ribbon Fried Chicken and debuted two new concepts: Pop Salad and El Diez Mexican Bowls.
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Still, Wonder faces headwinds. The fried chicken segment is increasingly crowded, with brands like Dave's Hot Chicken, Raising Cane's and Wingstop challenging legacy players. Meanwhile, the fast-casual salad and bowl categories have seen pullback - Sweetgreen's well-documented struggles were partly why Wonder landed Spyce in the first place. Chipotle has also faced enough consumer pressure to require a multi-part recovery plan.
Wonder's real estate remains heavily concentrated in high-income, high-cost markets like New York and D.C. - areas where demand softened in 2025, particularly among younger consumers.
None of that appears to be slowing the company down. Wonder raised $600 million in May 2025 on top of $700 million the year before and plans to "aggressively invest" in R&D, proprietary technology and an enhanced delivery network.
Its stated goal? Becoming the "super app for meal time."