Surcheros Fresh-Mex restaurant has officially opened a new corporate-owned location in Woodstock's Hickory Flat area at 6764 Hickory Road, with a formal ribbon-cutting ceremony scheduled for February 4, 2026, at 10:00 a.m. in partnership with the Cherokee Chamber of Commerce. This opening represents a significant step in the brand's expansion strategy within its home state of Georgia, targeting the growing Woodstock community as part of its broader growth plans.
The importance of this development lies in its implications for local economic activity and dining options in Cherokee County. As a corporate-owned location rather than a franchise, this opening signals direct investment by the company into the area, potentially creating local employment opportunities and contributing to the retail landscape. Founder and CEO Luke Christian emphasized the company's focus on combining high-quality fresh ingredients with Southern hospitality, positioning the restaurant to serve families and students in the community.
The restaurant offers the brand's signature menu items including customizable bowls, grilled burritos, tacos, and quesadillas, all made fresh to order with premium meats and vegetables. The location features a spacious dining area and vibrant salsa bar, with options for dine-in, pickup, or delivery through third-party services like DoorDash and Uber Eats. Additionally, the restaurant provides catering services for groups of 10 or more, expanding its potential impact on local events and business functions.
For consumers, the opening provides expanded dining choices in the area with operating hours from 10:30 a.m. to 9:00 p.m. daily. The company encourages guests to join its rewards program through the Surcheros app available on Google Play or the App Store, where members earn points redeemable for future meals. More information about the brand is available at https://www.surcheros.com, though the company's social media presence at @Surcheros offers additional engagement opportunities.
This expansion reflects broader trends in the restaurant industry toward fresh, customizable dining experiences with multiple service channels. The strategic location selection in Woodstock suggests the company's confidence in the area's growth potential and demographic alignment with its family-friendly positioning. As Surcheros continues its expansion throughout the Southeast, this corporate-owned location serves as both a market entry point and potential model for future developments in similar communities.
