Tony Roma’s is returning to North Texas with a high-visibility June activation tied to one of the world’s biggest sporting events, using the moment to reintroduce the brand to consumers, media, investors, and prospective franchisees across the U.S.
The activation begins with a June 9 ribbon cutting and continues through key June match days in Arlington, where Tony Roma’s will serve fans through a fast, high-volume food operation built around the brand’s signature ribs and other crowd-friendly menu items.
The campaign is designed to showcase Tony Roma’s as a legacy brand with fresh energy, modern operating flexibility, and renewed momentum in Texas.
Led by Global CEO Mohaimina “Mina” Haque, the North Texas initiative marks a major step in the company’s U.S. comeback story. Tony Roma’s is using Dallas-Fort Worth as a launchpad to demonstrate that the brand is active, growing, and ready for a new era of expansion. The company is working with local partners Carlos White, corporate and franchise attorney at Prexsentials LLC and City of Dallas Franchise Impact Ambassador; Calvin Golden, Scale Wise Franchise LLC, Managing Director and Wingstop Pioneer and Developer; and, Xavier Egan Scale Wise Franchise, LLC Managing Director and Scale Strategist.
“North Texas is the right place for us to make a bold statement,” said Haque. “This is a global sports moment, but it is also a business moment for Tony Roma’s. We are showing fans, communities, and future partners that this brand still resonates, still delivers, and still has significant opportunity ahead.”
As part of the June promotion, Tony Roma’s will host a Neymar jersey giveaway to build fan excitement and drive engagement throughout the activation. Fans will be encouraged to visit activation sites, follow Tony Roma’s social channels, and watch for official giveaway details during the campaign.
Tony Roma’s will also spotlight Dallas Chef Keisha Smith as part of the activation’s local culinary presence, helping connect the brand to the culture, flavor, and community of Dallas-Fort Worth. Her participation adds a strong local voice to a campaign built around food, fan experience, and regional pride.
The June activation is about more than match-day sales. It is also a proof point for Tony Roma’s evolving business model — one that blends the brand’s best-known menu heritage with leaner formats, greater convenience, and a sharper focus on franchise growth. Company leadership sees the North Texas activation as an opportunity to reach not only consumers, but also entrepreneurs and investors looking for the next smart hospitality play in Texas.
Tony Roma’s has described itself as a “54-year-old startup,” a brand with deep name recognition that is now adapting for a new generation of customers. In North Texas, that means serving memorable food with speed, energy, and hospitality while telling a bigger story about business revival, innovation, and expansion.
Additional details on activation locations, match-day service, media opportunities, and the Neymar jersey giveaway will be announced through Tony Roma’s official channels.
For additional information, contact Neil Foote, Foote Communications, LLC, neil@neilfoote.com, 214-448-3765.
