Pizza chain famous for curly pepperoni makes Texas debut in Lewisville

A premier Kansas wagyu producer has crossed state lines to make its Texas debut: Booth Creek Wagyu Market is now open in Southlake, bringing its premium Kansas-raised beef to a sleek, upscale market designed to make shopping for meat feel like an experience.

The market is located in the Park Village Shopping Center, at 1161 E. Southlake Blvd., Ste. 202.

The store comes from entrepreneur Dave Dreiling, whose diverse portfolio includes a t-shirt company and several Freddy’s Frozen Custard & Steakburgers locations nationwide. Dreiling launched his wagyu business in 2020 out of Manhattan, Kansas. Since then, he has opened four retail locations across Kansas. Southlake is the company's fifth, and the first outside of their home state.

"For us, Texas has always been about relationships; it's about becoming part of the community, earning people's trust, and serving families with a product we're proud of,” says Dreiling. “As a family-owned business, those values are at the heart of everything we do.”

Booth Creek’s approach to beef focuses heavily on genetics and embryo breeding to raise efficient, high-performing cattle. To get scientific: These genetics are engineered around a precise marbling grading system that measures the amount and distribution of intramuscular fat. A higher marbling grade results in juicier, more tender beef with a richer flavor profile.

Because customer service is the storefront's centerpiece, they say, these technical details are explained to guests as soon as they walk through the door. This educational approach allows experts, aficionados, and everyday grillers alike to understand exactly what type of cut they are purchasing. The market's selection typically ranges from 20 percent to 40 percent marbling, with rare 50 percent marbling cuts occasionally available.

“We want everybody that comes in to be able to enjoy it; there’s something for everybody,” says Corrie Lloyd, manager of the Southlake store. “Elevated service goes with an elevated product.”

All of Booth Creek's cattle are raised on the 5,000-acre Booth Creek Ranch in Kansas. While commercial beef cattle are typically harvested at 18 to 24 months, Booth Creek allows its herd to mature for 36 months. The ranch and market deal exclusively in premium wagyu beef derived from Australian and Japanese full-blood cows, as well as F1 wagyu — a full-blood wagyu crossed with an American breed, usually Angus, which produces a larger animal with a signature buttery marbling.

Top Sirloin Filet Steaks on display showcase the shop's distinct marbling scales.Photo courtesy of Booth Creek Wagyu

The boutique-style store in Southlake is pristine, featuring fresh and frozen meats displayed alongside clear pricing and marbling grades. Guests are greeted with samples — typically highlighting two to three different types of cuts — and all the guidance they need to find an old favorite or discover something new.

The market offers a wide variety of cuts, including filet mignon, top sirloin, flank steak, brisket, bavette, KC strips, and ribeye. The price points cater to all budgets: customers can pick up a four-pack of burgers for $12, a high-end picanha for $160, or anything in between.

To complement the meats, the market stocks spices, rubs, and salts ranging from $10 to $15, featuring both their proprietary brand and selections from Caravel Gourmet and Meat Mitch. They also sell beef tallow, a popular cooking oil alternative for grilling.

“We want to be a one-stop shop for grillers,” Lloyd says.

The brand has ambitious growth plans, aiming to open more than 100 stores over the next 10 years. That rollout includes plans for about four locations in the DFW area within the next four years, alongside expansions into other major Texas hubs like Austin, Houston, and San Antonio.

Booth Creek Wagyu Market is open 9 am-7 pm Monday-Saturday, and 10 am-6 pm Sunday. To encourage sustainability, customers receive an insulated bag with their purchase and a $2 discount when they bring it back on return shopping trips.