Franchising Aloha Spirit: How a Local Plate Lunch Concept Grew into a 232-Unit Network
2 Min Read By MRM Staff
Since retiring, Eddie Flores, Jr., co-founder of L&L Hawaiian Barbecue, has reflected on his decades in the restaurant industry. Now, he’s sharing his hard-earned insights in Franchising the American Dream, which also serves as a practical primer for aspiring and current franchise operators.
Flores chronicles his path from overcoming poverty and learning challenges as an immigrant to building one of the largest Hawaii-based restaurant chains. Founded as L&L Dairy in Honolulu in 1952, it was acquired by Flores and his partner, Johnson Kam, in 1976. They expanded the business across Hawaii, popularizing the “plate lunch” as a signature offering. In 1999, they introduced the brand to the continental United States, rebranding as L&L Hawaiian Barbecue. Today, the chain boasts 232 locations across the U.S. and Japan.
"Franchising provides a proven roadmap: the tools, systems, and support people need to succeed," Flores said. "L&L has a unique franchise model. We launched the concept to support my partner’s expansion, and it organically grew into something much bigger. We followed our instincts–not just the textbook."
In the book, Flores outlines his unconventional but effective path to growth—covering everything from spotting scalable concepts to building replicable systems and leading with values. His take on franchising blends discipline with instinct, and more than a little aloha spirit.
We followed our instincts–not just the textbook.
“Coming from Hawaii, the aloha spirit is at the heart of everything we do," Flores explained. "We treat our franchisees like family—our ‘ohana.’ That humility, collaboration, and shared success sets us apart from many other restaurant models.”
Rules for franchise success in the book include:
1. Act Fast on Fresh Ideas
“If you wait too long, someone else will do it. Speed is a competitive edge.”
2. Treat Your Team Like Family
The aloha spirit means collaboration, humility, and shared success.
3. Stick to the System
Consistency protects the brand and ensures customers know what to expect.
4. Embrace Failure as Fuel
Use setbacks to refine your approach—not as a reason to quit.
5. Lead with Values
Stay true to your core beliefs, and your business will stand out in a crowded market.
6. Meet the Guest Where They Are
"We continue to evolve our marketing strategy to meet audiences where they are, with a strong focus on digital platforms and social media engagement."
A main thread throughout the book is the impact immigrants have had on America with Flores expressing belief in the concept of an accessible American Dream.
"It’s always been true: achieving the American Dream takes hard work, long hours, and perseverance. That hasn’t changed–and immigrants continue to lead that journey every day. L&L helped me achieve the American Dream–and many of our immigrant franchisees have done the same."
What’s the core message he hopes readers take away from the book?
“It’s okay to break the rules," Flores said. 'If you work hard, stay committed, and trust your instincts—you can succeed.”