Segments — The Well

  • Birria Was Already Here 2026-08-23 A Texas restaurant listed birria at $6.39 in 2007 and called it Jalisco style baby goat soup. Today it appears at 766 Texas venues, roughly one menu in thirteen, at 7.7 percent of our venue base against a 3.7 percent national menu rate. Search interest peaked three years ago. Menu penetration is still climbing, the 17 percent taco premium holds, and everywhere the dish traveled the pricing power did not follow.
  • Brian Lebredo has 700 Partners, and they're all executing 2026-05-18 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 — and by his own description, he works for 700 partners. The audited state filings add detail the annual report doesn't break out.
  • Beer Gave Way to Cocktails. Now Beer Is Fighting Back. Inside Texas Roadhouse's 19-Year Beverage Shift. 2026-03-21 We analyzed 84 Texas Roadhouse locations across 19 years of audited sales filings. COVID permanently flipped the beer-to-liquor ratio. Midland runs 56% beer while Houston runs 56% liquor. And the CEO's first store — Store #26 — still pours $100K/month.
  • 98 BWW Locations, One State, a 7.3x Revenue Spread: Why Buffalo Wild Wings' Best Texas Markets Aren't Where You'd Expect 2026-03-18 Odessa's BWW does $132K/month in alcohol sales with a 3.1-star Google rating. Houston's 9 locations average $34K. We pulled audited sales data on all 98 active Texas locations and found the biggest predictor of chain performance isn't operations — it's market structure.
  • Damn Good Numbers: What 18 Months of Alcohol Revenue Data Reveal About Torchy's Tacos 2026-03-18 We analyzed 82 Torchy's Tacos locations across 18 months of TABC filings. Tyler, TX outperforms Austin 3-to-1. Beer is just 5% of bar revenue. And Velvet Taco is posting higher per-unit sales with half the locations.
  • 218 Chili's Locations, One State, a 10x Revenue Spread: What Texas Tax Filings Reveal About Casual Dining's Biggest Winner 2026-03-17 Brownsville's Chili's does $93K/month in alcohol revenue — 3.3x the Houston average. We pulled audited sales filings for all 218 active Texas locations and found the variance within America's hottest casual dining chain is enormous.
  • Q4 2025: Casual Dining's Value Wars Heat Up 2026-01-24 The casual dining segment saw fierce competition in Q4 2025 as chains doubled down on value messaging. Our audited Texas beverage sales data reveals a clear winner—and lessons for every operator competing for price-conscious guests.
  • Zebra Striping: The Revenue Behavior Texas Bars Are Missing 2025-09-20 About 48% of on-premise consumers alternate alcoholic and non-alcoholic drinks on a night out. For Texas operators, NA isn't cannibalizing alcohol — it's expanding check averages.
  • The $925 Million Question: Is Non-Alcoholic the Future of Your Bar Program? 2025-08-08 Non-alcoholic beverage sales hit $925 million in 2025, up 22% year-over-year. With 49% of Americans planning to drink less and NA cocktails delivering 65–75% margins, the category is no longer optional. We break down the economics, the Texas landscape, and how to build a program that pays.
  • Beer vs. Spirits: What Texans Are Actually Drinking, City by City 2025-04-22 Spirits now account for 47% of U.S. on-premise alcohol spending — surpassing beer for the first time in 2022. But Texas is not monolithic. San Antonio leads the nation in tequila-over-vodka preference. College Station bars are 80% beer. Dallas steakhouses pour more wine than liquor. Austin's craft cocktail boom is pulling spirits share well above the state average. We map the category economics, demographic drivers, and city-level contrasts that determine what Texans are actually ordering — and what it means for your beverage program.