US-based fast-casual dining brand CRISP & GREEN, which offers chef-crafted healthy menu options, has announced a shift in its business model.
The company is transitioning from its original franchise model to a majority corporate-owned structure.
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The strategic move coincides with the return of the company’s founder, Steele Smiley, to the position of CEO.
After rejoining the company in the third quarter (Q3) of 2024, Smiley, in collaboration with the leadership team, initiated a strategic pivot towards a predominantly corporate-owned brand.
This transition aims to ensure brand consistency and operational control across its almost 50 locations nationwide.
By late 2024, CRISP & GREEN had begun acquiring several franchise groups and locations.
Around half of its current locations are currently corporately owned, with further acquisitions and new openings in progress.
Despite Smiley’s vision for a majority corporate ownership, there remains room for enterprise-level operators to join as franchise partners.
In 2024, two new groups with extensive multi-unit and multi-brand expertise became franchisees, embarking on their development plans.
The OM group, under the leadership of Kalpesh Patel and based outside Chicago, manages a range of brands, including 50 Dunkin’ locations and 15 Wing Stop locations.
M3 Holdings, headed by Alex Mortenson, brings experience from the restaurant and wellness sectors, notably with the Planet Fitness brand.
These two groups have committed to opening 37 CRISP & GREEN locations, propelling the company towards its goal of 100 restaurants.
Founded in 2016, CRISP & GREEN is a Minnesota-based restaurant that has rapidly become a popular choice for health-conscious diners.
Smiley stated: “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. Our focus is on delivering outstanding food, providing elevated hospitality experiences, and supporting the wellness of our communities. I’m excited to lead us into this new chapter of growth and continue our journey to transform the way people think about and access healthy living.”
