CRISP & GREEN Embraces New Direction Under Founder Steele Smiley
CRISP & GREEN's Strategic Shift to Corporate Ownership
CRISP & GREEN, a health-oriented fast-casual dining establishment, is making waves in the restaurant industry with a significant shift in its operational model. By embarking on a journey to transition away from its original franchise framework, the company is embracing a strategy focusing on corporate ownership and acquisitions. This strategic pivot coincides with the return of the company’s founder, Steele Smiley, who reclaims his role as Chief Executive Officer.
Transforming the Business Model
The decision to move towards a predominantly corporate-owned structure is a testament to CRISP & GREEN's desire for consistency and control across its expanding national footprint. As of now, with nearly 50 locations already open, the company has made remarkable progress in acquiring existing franchise locations, leading to a nearly 50% corporate ownership rate. This strategic acquisition process started in late 2024 and continues to evolve as the company grows.
Plans for Future Growth
While the intention is to oversee a larger number of CRISP & GREEN restaurants as corporate entities, the company still recognizes the value of partnerships with skilled franchise operators. Recently, two experienced multi-brand restaurant groups joined forces with CRISP & GREEN. These groups are gearing up for a robust development schedule, indicating that CRISP & GREEN will continue to grow through collaborations, alongside direct ownership.
Meet the New Partners
The OM group, led by Kalpesh Patel, boasts a portfolio that includes over 50 Dunkin'. Meanwhile, M3 Holdings, directed by Alex Mortenson, adds to the mix with both restaurant and health brand experience from their work with Planet Fitness. Together, these two groups are set to bring 37 new locations to life in the coming years, pushing CRISP & GREEN towards its ambitious goal of reaching 100 restaurants.
Core Values and Vision
Steele Smiley has expressed his excitement regarding this transition, emphasizing the company’s unwavering commitment to its foundational values. "As we transition to a new model, we are redefining and repledging our commitment to the core values that have guided us since our founding," said Smiley. The focus remains on providing delicious, nutritious food, creating welcoming dining experiences, and empowering community wellness.
About CRISP & GREEN
Founded in 2016, CRISP & GREEN is a pioneer in the fast-casual dining landscape, known for its chef-crafted, health-centered menu selection. With offerings that include salads, grain bowls, smoothies, and more, the brand features options tailored to support the wellness journeys of its patrons. The ethos of "Live Crisp" extends beyond just food, embodying a commitment to hospitality and community well-being. As the company continues to expand with nearly 50 locations, it stays true to its mission of making healthful dining not only accessible but enjoyable.
Frequently Asked Questions
What is the new direction for CRISP & GREEN?
CRISP & GREEN is transitioning from a franchise-based model to a majority corporate-owned structure under the leadership of founder Steele Smiley.
Who is leading the company currently?
Steele Smiley, the founder, has returned to his role as CEO and is spearheading the strategic shift for the company.
How many locations does CRISP & GREEN have now?
Currently, CRISP & GREEN has nearly 50 locations nationwide, with plans for further expansion through acquisitions and new partnerships.
What types of menu items does CRISP & GREEN offer?
The restaurant features a variety of health-oriented dishes including salads, grain bowls, smoothies, and wraps designed to promote wellness.
What is the philosophy behind CRISP & GREEN?
The company believes that wellness is integral to life, and it strives to provide fresh, wholesome food options while also supporting community health initiatives.
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