Robert and Becky Samaniego, the husband-and-wife team behind The Brass Tap in Lubbock, Texas, have been named the brand's 2026 Franchisee of the Year — just two years after opening their location in September 2024. The award was presented at parent company FSC Franchise Co.'s annual conference. Neither franchisee had prior restaurant ownership experience before joining the system.
From Healthcare to Hospitality
Becky Samaniego spent two decades working in a hospital before the couple decided to make the leap into foodservice. Robert discovered The Brass Tap concept after visiting a location during a Halloween bingo event and was drawn to its atmosphere. For Becky, the transition was driven partly by a desire to step away from healthcare following the COVID-19 pandemic. "I spent the last 20 years working in the hospital," Becky said. "My husband has always wanted to own a bar... He believed it would do well here in Lubbock, and so far, he's been right."
The learning curve was steep. The Samaniegos relied extensively on The Brass Tap's franchise support infrastructure to get up to speed on restaurant operations, financial management, technology, and staff development. "I wouldn't have made it without corporate," Becky said. "They taught me everything I know. I didn't know what 'cost of goods sold' or operating margins were. They were there every step of the way." That kind of franchisee support model — spanning unit economics education through IT assistance — is increasingly a differentiator in franchise recruitment and retention, particularly for operators entering foodservice from outside the industry.
Community as a Growth Strategy
Beyond operational fundamentals, the Samaniegos built their business around Lubbock's tight-knit culture. "Lubbock is a really big small town," Becky said. "Everybody knows somebody... The Brass Tap fits that because it feels like a place where people can feel at home." That community-first orientation — connecting with both guests and staff — mirrors a broader shift in hospitality-driven bar and tavern concepts toward experiential, neighborhood-anchored positioning rather than pure beverage volume.
Chris Elliott, CEO of FSC Franchise Co., framed the recognition around the qualities the multi-brand franchisor prizes in its partners. "In just two years, they've taken a concept that was completely new to them and built a business centered on genuine hospitality, strong relationships and community connection," Elliott said. "Their willingness to learn, embrace the support of our franchise system and put their guests and employees first is what makes them so deserving of this recognition."
The Brass Tap operates more than 50 locations across 16 states, positioning itself as an upscale American tavern with an emphasis on local and regional craft beer, specialty cocktails, premium wines, and a shareable food menu. FSC Franchise Co., also the parent of Beef 'O' Brady's and Newk's Eatery, counts more than 250 total units nationwide. For Becky Samaniego, the award marks a milestone in a career reinvention that she says is just beginning. "I've learned so much about myself, I've been able to do this alongside my family, and we've been able to give something back to our community," she said. "We're just getting started."
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
