Brian Lebredo has 700 Partners, and they're all executing

What the filings show

By Davis Webb | Pourcast | May 2026 Source: audited Texas beverage sales, April 2025–March 2026. TXRH Q1 2026 earnings release, May 7, 2026. Interview with Brian Lebredo, National Director of Beverage, Texas Roadhouse, May 12, 2026.

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Brian Lebredo has been at Texas Roadhouse for 26 years. He started hourly. Today he oversees the beverage program across all three Texas Roadhouse concepts — Texas Roadhouse, Bubba's 33, and Jaggers — and by his own description, he works for 700 partners. "I look at myself as their beverage coach," Lebredo said in a conversation last week. "Every time I come up with an idea, or we're looking at trends, or where we need to pivot, my ultimate decision goal is: am I helping their business? Am I making the managing partner's business better by driving us in this direction?" That philosophy, built over two and a half decades inside one of the most successful casual dining companies in America, shows up in the audited state filings.

Texas Roadhouse reports alcohol as 8.8% of total company restaurant sales. That is the only beverage figure in their annual report. There is no per-unit breakdown, no category mix, no concept-level disclosure for Bubba's 33 or Jaggers. The Texas Comptroller's audited Texas beverage sales program has considerably more to say.

Every business holding a Texas mixed beverage permit files monthly with the state's comptroller office, down to the dollar, by category: liquor, wine, beer, and cover charge. The filings are audited. They are public. Pourcast pulled records on 24 Bubba's 33 locations and 83 Texas Roadhouse locations across Texas, covering the trailing 12 months from April 2025 through March 2026.

The headline finding: Bubba's 33 Texas locations generate $1.13 million in annual beverage revenue per unit. Texas Roadhouse Texas locations average $852,000. The concept launched in 2013 as a beer-forward sports bar is now outperforming its parent steakhouse on the bar by 33%.

Bubba's 33 is not a separately reported segment. Its beverage economics fold into the Texas Roadhouse company total, which is then reported as a percentage of a much larger food-dominated revenue base. What the Audited makes visible is a different picture: $25 million in annual Texas alcohol sales from 22 units, running at margins the consolidated filing doesn't isolate. Backing the audited Texas beverage sales into the company-reported AUV, Pourcast's rough estimate puts beverage at around 18% of Bubba's 33's AUV in Texas, approximately $790,000 in gross margin contribution per unit at typical on-premise margins, before a single burger.

The Permian Basin units

In December 2024, the Bubba's 33 at 3315 West Loop 250 North in Midland filed $248,550 in beverage receipts, its single highest month on record. The trailing 12-month total through March 2026 is $2.04 million, the highest of any Bubba's 33 location in Texas.

Twenty-three miles west in Odessa, the location on East Highway 191 filed $1.52 million over the same period.

Together, two units in the Permian Basin generated $3.56 million in annual beverage revenue, $1.78 million per location. They have held near that level since 2017, through two full oil-price cycles, through COVID, and through the commodity inflation that has defined the current operating environment for every casual-dining chain in America.

The consistency is a direct result of how Lebredo and his team approach the program. He keeps returning to the same word when describing it: execution. "We say what we're going to do and then we execute and we do it. We've been consistent that way for my whole career."

What the ZIP code data shows

The audited sales data covers not just Bubba's 33 in isolation but every licensed venue in every ZIP code where it operates. That competitive context reveals a pattern that no company disclosure captures.

In Amarillo's 79109 ZIP code, Bubba's 33 posted $1.91 million in trailing-12-month beverage revenue. It ranks first in the market, $227,000 ahead of the next closest competitor. Texas Roadhouse sits fifth in that same ZIP at $1.12 million. Two concepts from the same parent, in the same city, $790,000 apart on the bar.

In Corpus Christi's 78416 ZIP, Bubba's is first and Texas Roadhouse is second. Together they hold 80% of all audited alcohol revenue among the five licensed venues in that zip code.

In Texarkana, Bubba's 33 leads Walk-On's Sports Bistreaux by about 10% — $1,238,875 to $1,128,768 over the trailing 12 months. Walk-On's is the concept most directly positioned to compete with Bubba's 33 in Texas, and in their closest head-to-head market, Bubba's holds the lead.

The pattern across all 24 locations is consistent: Bubba's 33 performs best where it has strong community presence. In smaller ZIP codes it holds between 35% and 50% of all audited alcohol revenue. In large entertainment districts with high venue density, its share compresses. Either way, the program delivers.

The mix shift in the data

When Texas Roadhouse opened Bubba's 33 in Fayetteville, North Carolina in 2013, the concept's identity was built around beer. Tap walls. Draft handles. Rock and roll. It was designed to feel like a sports bar.

The audited sales data shows what happened over the following decade.

In 2015, Bubba's 33's Texas locations sold 65% beer and 34% liquor. The trailing 12-month mix through March 2026 is 55% beer and 44% liquor. Ten percentage points shifted from beer to spirits over 19+ years. Texas Roadhouse went through nearly the same transition. In 2007, the steakhouse ran roughly 50% beer and 45% liquor. Today it's 46% beer and 49% liquor. Both concepts followed the consumer away from draft beer and toward cocktails and premium spirits, simultaneously, over a decade.

The gap between the two concepts' liquor share was roughly 12 percentage points a decade ago. It's 6 points now. A concept launched as a beer destination now runs a spirits program within a few percentage points of a steakhouse.

What the data doesn't show is how deliberately that transition was managed. Lebredo describes a process of continuous adaptation that runs through every managing partner in the system. "Not everything works everywhere," he said. "We have to be open to that." The ten-point shift in beverage mix is not drift. It's the result of 700 partners responding to their markets, guided by a program designed to listen.

What Lebredo built

The 700 partners framework is the operational answer to the question the data raises: how does a 56-unit concept, in markets ranging from Midland oil fields to College Station college towns, maintain beverage performance above the segment average year after year?

"I work for 700 partners," Lebredo said. "If somebody in the individual unit does not agree with these decisions, we listen to them. We truly say: you're a partner in this. I work for you."

That accountability is the foundation of the program. Lebredo doesn't hand down mandates. He builds consensus. "Where somebody may call a general manager, we call them managing partners, and they buy into our business. I view myself as their beverage coach. Every time I come up with an idea, my ultimate decision goal is, am I helping their business?"

The results are visible in 19+ years of monthly audited filings. Bubba's 33's Texas system grew from $13.7 million in total annual beverage revenue in 2017 to $25.6 million in 2024, an 87% increase as the concept expanded from 11 Texas locations to 22. Texas Roadhouse's Texas beverage system grew from $31.5 million in 2017 to $71.3 million in 2024, a 126% increase across a much larger base.

The durability of those numbers is what the managing partner model produces. A program built on operator buy-in is structurally harder to disrupt than a top-down directive. When Lebredo describes the beverage program at Texas Roadhouse, he's not describing a set of rules. He's describing 700 conversations, repeated over two and a half decades, until the entire system moves in the same direction.

"We stick to our plan," he said. "We stick to our decisions, and we bet them through. Not all of them win, but I think we are consistent in our executions."

What comes next

Texas Roadhouse's management has guided that Bubba's 33 has a road to 200 locations. Paul Marshall, the Chief Growth Officer and head of Bubba's 33, is the architect of that expansion. The concept added seven Texas locations in 2025 and has two more in Laredo and Terrell in the earliest stages of filing with the Comptroller. When Terrell files its first full months of audited sales data, expected roughly 60 days after each reporting period closes, it will add another data point to one of the most consistent beverage programs in Texas casual dining. The filings will keep score.

Methodology

Pourcast is a Texas hospitality intelligence platform built on 19+ years of audited audited Texas beverage sales data. The full 24-location Bubba's 33 breakdown, including per-unit trailing-12-month revenue, market rank in each ZIP, and the competitive set at every address, is available at pourcast.ai.

Methodology note: Per-unit beverage figures are derived from the April 2025–March 2026 Audited window, covering 22 Bubba's 33 locations and 83 Texas Roadhouse locations with active filings in that period. Two additional Bubba's 33 locations (Laredo and Terrell) opened during or after this window and are excluded from per-unit averages. The 18% of AUV estimate is derived by dividing the audited Texas beverage sales per-unit figure ($1,133,365) by Texas Roadhouse's Q1 2026 annualized AUV for Bubba's 33 ($6.44M, from disclosed average weekly sales of $123,624 multiplied by 52). The AUV is a system-wide figure; Texas-specific AUV is not separately disclosed. The $790K gross margin estimate applies a 70% gross margin assumption to the per-unit beverage total, consistent with standard on-premise beverage margin ranges. Both figures are estimates and are labeled as such.

All revenue, AUV, and margin estimates were calculated independently by Pourcast from public audited sales filings and Texas Roadhouse SEC disclosures. Neither Brian Lebredo nor Texas Roadhouse supplied or vetted any of these figures.

Brian Lebredo was interviewed on May 12, 2026. Quotes have been lightly edited for clarity and length. Mr. Lebredo reviewed this article prior to publication.