New Restaurant Incubator Program Brings Wells Burger Express to Royse City

Expansion to Award-Winning Burger Joint Opened Mid-November

As part of a new initiative launched by the Royse City Community Development Corporation (CDC), Rockwall-based Wells Cattle Company has expanded their restaurant operations to Royse City. Since November, Royse City residents have been able to bite into the farm-to-table smash burgers locals are raving about, thanks to the new Restaurant Incubator Program.

From Rockwall to Royse City

Lee Wells, owner of Wells Cattle Company, grew up on a cattle ranch outside of Rockwall, Texas. After taking over the ranch, Wells wanted to share with his community what he grew up eating: high-quality, pasture-raised whole ground beef. “One night with a lack of judgment,” Wells says with a chuckle and smile, he decided to open a burger restaurant.

Wells Cattle Company provides its customers with a true, local farm-to-table experience. All of their ground beef is sourced from Wells’ own cattle ranch nearby, and all of the best cuts of the cow are used in their grind. Knowing the hamburger is such a staple in America, Wells wanted to share something different and special with the restaurant’s patrons: the most affordable farm-to-table burger in the country. “There are cheaper burgers,” Wells says. “But then you have to eat them.” Burger-enjoyers have noticed the difference.

Since opening its doors in 2018, Wells Cattle Company in Rockwall has won the Best Burger Award in Living Magazine seven consecutive years running and look to continue their streak in 2026. The restaurant routinely receives top marks and accolades from other outlets, on Yelp, and on social media as well. “It’s crucial in this day and age to have a social media following,” Wells says. “To have an advocate for you.” He encourages everyone to continue tagging them in visits, providing feedback, and getting the word out.

Word eventually got out so much that the Rockwall location was quickly reaching capacity every lunch and dinner hour. Wells started looking for opportunities to expand, and that’s how Royse City entered the picture and Wells Burger Express was born.

Wells Burger Express is a leaner and quicker version of their Rockwall location, serving a reduced menu focused on their popular burgers, fries, and shakes with 10-minute ticket times and takeout options available. For those wishing to dine in, the restaurant seats 50 on furniture Wells and company built themselves, an illustration of the establishment’s commitment to Royse City.

What Is the Restaurant Incubator Program?

Wells Burger Express is the first restaurant taking advantage of the Royse City CDC’s Restaurant Incubator Program. The program provides a location that’s built out for a restaurant and provides a foothold by which the restaurant can build its reputation in the community and then eventually and confidently move its operation elsewhere in the city. From there, a new restaurant looking to break ground in Royse City moves into this original incubator location, and the cycle continues. The program makes it easier for small businesses to move to and expand in the area while serving as another advantage the city can leverage to attract new talent.

“It’s genius,” says Wells. “To have a spot that’s built out for a restaurant to come in and get started, to build their name, their reputation, and their clientele. It’s an amazing opportunity for bringing in and proving restaurant concepts for a specific community.”

Wells is taking this time now to hone and perfect this “express” concept over the next two to three years before eventually moving to a larger facility in Royse City and duplicating the Express restaurant in neighboring communities.

“Royse City has been the easiest city to work with in my experience,” says Wells. “I would encourage anybody looking to move into a new city to build here. They have a great vision for what they want and how to facilitate those [new businesses] that are coming.”

Nurturing New Restaurants in Royse City

Thanks to the Restaurant Incubator Program, Royse City has another burger spot to get excited about. If you’d like to learn more about the program and/or about how you can get involved, contact the Royse City CDC here.