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Fogo de Chão

Fogo de Chão is an international chain of churrascarias specializing in rodízio-style , where chefs carve fire-grilled meats directly at diners' tables from skewers, accompanied by a and station. Founded in 1979 in , , , by brothers Arri and Jair Coser along with brothers Jorge and Aleixo Ongaratto, the restaurant originated from the gaúcho traditions of southern ranchers who grilled large cuts of beef over open flames. The chain's first expansion beyond occurred in 1986 with a location in São Paulo's Moema neighborhood, followed by international growth beginning in 1997 with its debut U.S. restaurant in , . As of January 2025, Fogo de Chão operates 76 locations in the United States and over 100 worldwide, including sites in , , the , and , with ongoing expansions such as new openings in and . Headquartered in , the company emphasizes authentic preparation using high-quality , lamb, chicken, and seafood, alongside Brazilian sides like pão de queijo and seasonal market plates. Ownership has changed hands multiple times to support growth: in 2006, Brazilian firm GP Investments took a stake, acquiring full control in 2011; it was sold to in 2012 for $400 million, then to Capital in 2018, and finally to Private Equity in 2023 for an undisclosed amount to accelerate global expansion. Under current CEO Barry McGowan, Fogo de Chão has innovated with offerings like Bar Fogo small plates, wine programs, and limited-time menus such as the "Best of Brazil" promotion, while maintaining its core commitment to experiential dining rooted in Brazilian heritage.

Overview

Description

Fogo de Chão is an chain of churrascarias, steakhouses specializing in rodízio-style dining, where guests enjoy an all-you-can-eat of premium fire-roasted meats served tableside by gauchos in a continuous of flavors. This immersive experience draws from the centuries-old tradition, emphasizing high-quality, simply prepared cuts grilled over open flames to capture the essence of culinary heritage. Rooted in the gaucho culture of , southern —a region synonymous with vast , cattle herding, and communal feasting—Fogo de Chão recreates the convivial spirit of family gatherings where meats are shared generously among participants. Central to this are the s, clad in traditional attire, who expertly carve sizzling portions of , , , and directly from long skewers onto diners' plates, often evoking the iconic image of swords in hand. The meal is rounded out with signature accompaniments like warm , a gluten-free cheese , and a lavish stocked with fresh , cured meats, and artisanal cheeses. Founded in 1979 in , Fogo de Chão has grown into a global brand with over 100 locations worldwide as of early 2025, with a strong presence in the United States, and continues expansion with 15 new openings planned for 2025, several of which have already debuted.

Business Model

Fogo de Chão employs a rodízio-style business model centered on a fixed-price, all-you-can-eat format for fire-roasted meats, reflecting the traditional Brazilian churrascaria tradition of continuous service. Gaucho chefs carve and serve premium cuts tableside from skewers, allowing diners to sample up to 16 varieties including beef, lamb, pork, and chicken, while guests control the pace using a color-coded wooden card—green side up to invite more servings and red to pause. This interactive service differentiates the chain from conventional steakhouses by emphasizing abundance and theatrical presentation, with the core churrasco experience priced at varying rates depending on location and time of day, typically $50-60 for lunch and $70 or more for dinner as of 2025, covering unlimited meats and access to the Market Table salad bar. Complementing the fixed-price model, options enable revenue from sides, dishes like butter-bathed tail, and an extensive wine list featuring South American varietals, which guests can order alongside or instead of the full . tiers adapt to meal periods for , with weekday lunches often at a lower rate—such as $18 for the Market Table and Bar or around $50 for the full experience—compared to dinner's higher premium of $70 or more, encouraging midday traffic and varying costs by demand. The chain diversifies revenue beyond dine-in through private events in full-venue or semi-private spaces with no rental fees, to-go and programs launched during the to sustain operations and enhanced post- for broader , and merchandise including gift cards redeemable for meals. The Fogo Rewards further drives repeat business by offering members up to two annual rewards after qualifying visits (starting at $15 spend), exclusive birthday discounts, and promotional perks like $1 caipirinhas. Post- adaptations include contactless ordering via apps and third-party platforms, enhancing efficiency while maintaining the core tableside service for in-person diners.

History

Founding and Early Expansion in Brazil

Fogo de Chão was established in 1979 in , the capital of in southern , by brothers Arri and Jair Coser along with partners Aleixo and Jorge Ongaratto. The founders, raised on a traditional farm in the Serra Gaúcha region, drew inspiration from their family's longstanding traditions, where gaúcho cowboys grilled high-quality cuts of meat over open flames. They acquired an existing but struggling in the Cavalhada neighborhood, transforming it into the first Fogo de Chão location with a focus on authentic Brazilian barbecue heritage. The venture began amid significant economic challenges in , including the aftermath of the 1970s oil shocks and rising foreign debt that led to the of the early 1980s. , which accelerated through the decade and peaked at over 1,000% annually by the late 1980s, created instability for businesses, particularly in the hospitality sector reliant on imports and consumer spending. Despite these conditions, the Coser brothers and their partners emphasized quality meats sourced locally and a welcoming gaúcho hospitality style, which helped the single restaurant gain popularity among local politicians, businessmen, and celebrities. Initial expansion occurred gradually during the 1980s, with the chain focusing on urban centers in southern to build a domestic presence. In 1986, Fogo de Chão opened its second location in São Paulo's Moema neighborhood, targeting a broader audience of tourists and urban diners while maintaining the rustic, wood-built aesthetic of the original. This move marked the brand's entry into one of 's largest markets, allowing it to refine operations amid ongoing economic volatility. A key milestone came by the mid-1980s, when Fogo de Chão solidified the service format as its signature offering, setting it apart from traditional fixed-menu churrascarias. In this all-you-can-eat model, gaúcho servers circulated the dining room with skewers of freshly grilled meats, slicing portions tableside upon guests' signals using a card system—an upgrade from earlier styles that emphasized continuous, personalized service and premium cuts like and fraldinha. This innovation not only enhanced the communal dining experience rooted in southern Brazilian culture but also contributed to the chain's growing reputation for consistency and abundance during a turbulent era.

International Growth and U.S. Entry

Fogo de Chão marked its international debut with the opening of its first location outside in Addison, a suburb of , , in 1997. This U.S. entry was prompted by requests from loyal American guests who had experienced the restaurant during visits to . The chain experienced rapid growth in the United States following this launch, expanding to additional major cities including Houston in 1998, Atlanta and Chicago in 1999, Beverly Hills in 2000, and Washington, D.C., in 2002. By the mid-2000s, Fogo de Chão had established around 10 to 15 locations across the U.S., with further acceleration leading to 42 U.S. sites by 2016. Between 1997 and 2013, the company opened a total of 29 new restaurants, primarily in the U.S. and Brazil, solidifying its presence in upscale urban markets. Beyond the U.S., Fogo de Chão extended into other markets starting in the mid-2010s, with its first location opening in in 2015 and a restaurant in launching in 2016. The brand entered the with its first location in , , in 2017, followed by its outpost in , , in 2018. This global push continued to prioritize high-end urban areas. In recent years, expansion has accelerated, culminating in the opening of the chain's 100th global location in 2024. Fogo de Chão plans to open more than 20 new restaurants through 2025, including over 10 sites in that year alone, focusing on premium urban destinations in the U.S. and internationally.

Operations

Menu and Dining Experience

Fogo de Chão's menu revolves around the tradition, offering more than 16 cuts of premium meats fire-roasted over open flames and served tableside in a continuous style. Signature selections include , the prized sirloin cap lightly seasoned with for a tender, flavorful bite; wrapped in ; fraldinha, a marbled ; chops; and options such as herb-roasted breasts, all emphasizing the natural taste enhanced by high-heat . Additional proteins like , bone-in pork chops, and torresmo round out the offerings, providing a diverse array of textures and tastes. Complementing the meats is the Market Table, a expansive salad bar drawing from Brazilian culinary markets, featuring seasonal salads, fresh vegetables, imported cheeses, charcuterie, and traditional sides including feijoada—a hearty black bean stew—and caramelized plantains. Seafood towers with jumbo shrimp and chilled options, along with vegetarian dishes such as grilled polenta and seasonal vegetable preparations, ensure inclusive choices for non-meat diners. Beverages highlight Brazilian influences, with signature caipirinhas crafted from , muddled limes, and cane sugar, paired alongside a curated selection of Brazilian and South American wines to match the bold flavors. Desserts evoke Brazilian sweets, including the popular papaya cream—a blend of fresh and topped with and a crisp—and indulgent brigadeiros, dense truffles rolled in sprinkles. The dining experience unfolds in an upscale, welcoming ambiance designed for shared enjoyment, with elegant main rooms, private dining spaces for groups, and family-style service that promotes interaction among gauchos presenting skewers directly at the table. Meals typically span 90 to 120 minutes, allowing guests to savor the progression from the Market Table to successive waves of grilled meats in a leisurely, immersive setting.

Locations and Global Presence

Fogo de Chão has established a strong dominance in the United States, operating 87 locations across more than 30 states as of late 2025. These are heavily concentrated in major metropolitan areas, including (headquarters), (with multiple outlets), , and , where high population density and support robust customer traffic. Recent expansions include the opening of a new restaurant in , in early 2025, enhancing its presence in the Southeast. Internationally, the chain maintains its origins with nine locations in as of 2025, primarily in urban centers like (including the newest at Shopping Tamboré) and . Beyond , Fogo de Chão has outposts in with six locations primarily in and around ; the in Dubai's DIFC district; in ; ( and ); and the , where it opened its first Asian location in in August 2025. The total global footprint exceeds 100 restaurants, reflecting steady international diversification. The company's site selection strategy emphasizes high-traffic urban environments and resort destinations to maximize accessibility and appeal to both locals and tourists, as seen in placements like the Las Vegas and New York City's area. Fogo de Chão employs a company-owned model for its operations in the United States, Brazil, and to ensure , while pursuing partnerships for select international markets outside these core regions. Looking ahead, the chain planned to open 15 new locations in 2025, with several already open by late 2025 and ongoing efforts to broaden its global presence through further Asian expansions and potential entries into additional markets. The core menu and dining experience, centered on , remain consistent across all sites to preserve brand authenticity.

Ownership and Corporate Structure

Ownership Timeline

Fogo de Chão was founded in 1979 in , , by brothers Arri and Jair Coser along with brothers Aleixo and Jorge Ongaratto, establishing it as a family-owned that emphasized traditional Brazilian techniques. The company remained under the founders' private ownership and management through its initial expansions in during the and , with the family retaining control as it grew to multiple locations domestically. In 2006, Brazilian private equity firm acquired an initial 35% stake in Fogo de Chão, partnering with co-investors to support further growth while the founders continued involvement in operations. By 2011, had increased its holdings to full ownership of the company. This marked the first major shift from family control to institutional investment, enabling accelerated expansion into international markets. On May 29, 2012, U.S.-based private equity firm (THL) announced its acquisition of Fogo de Chão from GP Investments for approximately $400 million, with the deal closing in July 2012. Under THL's ownership, which held about 60% of the company by 2015, Fogo de Chão pursued its U.S. strategy while preparing for broader market access. Fogo de Chão went public on June 19, 2015, through an (IPO) on the Nasdaq under the ticker FOGO, raising about $88 million at $20 per share and valuing the company at $545 million. THL retained significant influence as a major shareholder during this period of public trading from 2015 to 2018. On February 20, 2018, Rhône Capital agreed to acquire Fogo de Chão for $560 million in an all-cash transaction at $15.75 per share, taking the company private again; the deal closed on April 5, 2018. Rhône's ownership focused on operational enhancements and global scaling over the next five years. In August 2023, Private Equity agreed to purchase Fogo de Chão from Rhône Capital for $1.1 billion, with the transaction announced on August 15 and expected to close in September 2023. As of November 2025, continues to own the company, supporting its expansion to over 100 global locations.

Financial Performance and Recent Acquisitions

Fogo de Chão has demonstrated robust financial performance in recent years, marked by consistent revenue growth and operational expansion. Following its recovery from the , the company exceeded pre-pandemic benchmarks, with average unit volume (AUV) reaching $10.4 million per U.S. restaurant in 2023, up from $7.7 million in 2019. This rebound supported the opening of its 100th global location in 2024, contributing to a projected year-over-year growth rate of 15% entering 2025. By mid-2025, Fogo de Chão employed over 10,000 team members worldwide, underscoring its scale and recovery momentum. The chain's appeal to younger demographics has bolstered its financial standing, with Fogo de Chão ranked as the No. 1 full-service restaurant brand among Gen Z consumers in recent surveys. This positioning aligns with broader trends in experiential dining, driving sustained guest traffic and revenue. Under Private Equity's ownership since its $1.1 billion acquisition from Capital in 2023, the company has focused investments on menu innovation and new market entries to fuel further expansion. These efforts include enhancing plant-based options and initiatives in supply chains, such as responsible sourcing for premium meats.

Cultural and Media Impact

Presence in Popular Media

Fogo de Chão has been portrayed in U.S. media as a symbol of indulgent, authentic churrasco dining, often highlighted for its all-you-can-eat style that appeals to meat enthusiasts. Upon its 1997 U.S. debut in , the chain was acclaimed by the American press as a "meat-eater's ," introducing a novel concept of unlimited fire-roasted meats served tableside, which blended Southern gaucho traditions with American fine-dining expectations. This perception has contributed to its cultural footprint, positioning the brand as a gateway to upscale amid the rise of churrascarias in the American restaurant landscape. The restaurant has engaged in high-profile marketing tie-ins with major events, enhancing its visibility through sports-related activations. For in 2018, Fogo de Chão hosted the Alumni Official Game Day Brunch in , offering its signature experience to alumni and guests as part of the week's festivities. More recently, the chain launched the "Meat & Greet" event series in 2024, partnering with professional sports teams for exclusive dining sessions featuring athletes, such as a November event in Brooklyn with players. Celebrity and athlete endorsements have further amplified Fogo de Chão's presence, particularly through collaborations with NFL and NBA figures promoting its communal dining vibe. In 2025, wide receiver Braxton Berrios partnered with the brand for a community event in Houston, tying into Fogo's No Kid Hungry campaign while showcasing the rodízio as a fuel for team-building. Similarly, defensive end Arik Armstead served as an official ambassador, hosting rookie dinners to celebrate NFL draftees with the full churrasco menu. Basketball stars like Jaime Jaquez Jr. and Kel'el Ware joined a "Meat & Greet" in Miami in March 2025, engaging fans with stories of the restaurant's high-energy atmosphere. These partnerships underscore the brand's role in athlete culture, where the endless parade of grilled meats symbolizes performance and celebration.

Philanthropy and Community Activities

Fogo de Chão has maintained an ongoing partnership with No Kid Hungry, a campaign dedicated to ending childhood hunger in the United States, with initiatives dating back to the . The company supports annual fundraising efforts through customer donation programs, such as matching $5 contributions with $25 dining credits toward two full experiences, which have collectively funded over 6.3 million meals as of 2024, plus an additional 4 million meals in 2025. In November 2025, CEO Barry McGowan led the No Kid Hungry CEO Pledge to End Summer Hunger. In addition to national efforts, Fogo de Chão engages in local community partnerships with food banks and pantries to combat food insecurity. Upon opening new restaurant locations, the company routinely donates a portion of first-week sales—typically 10%—to regional organizations, including Second Harvest Food Bank of in Nashville ($26,000 in 2025), Capital Area Food Bank in National Harbor, Westside Food Bank in Santa Monica, and Second Harvest Food Bank of Central Florida in Orlando. These contributions provide direct support for meal distribution to vulnerable populations in host communities. The company's sustainability practices emphasize ethical sourcing and waste reduction as part of its corporate responsibility. Fogo de Chão collaborates with technologies like and chip systems to enhance transparency in supply chains, ensuring high-quality, sustainably farmed meats from verified origins. Efforts also include resource conservation measures, such as energy-efficient equipment and waste minimization programs in operations, aligning with broader goals of . To preserve its Brazilian gaucho heritage, Fogo de Chão has launched initiatives like a limited-edition 16-month in 2023 honoring chefs, with $5 from each $20 sale donated to No Kid Hungry to help end childhood hunger. Overall, these activities have generated impact equivalent to millions in hunger relief support through 2025, including the No Kid Hungry contributions, while fostering community ties in both and U.S. markets.

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