In the rapidly growing salad niche, Minneapolis-based Crisp & Green was a standout because it was one of the few brands in the space that was mostly franchised.
Now, however, the fast-casual is switching up the game plan as a mostly company-owned chain.
Jonathan Grand, chief operating officer of Crisp & Green’s parent company Steele Brands, said this week that the company has acquired about 22 franchise locations, bringing the corporate-owned count from three to 24 of the 46 locations for the salad concept.
Grand said the primary goal was to regain brand consistency and operational control, but, he added, “To be frank, the revenue and profits beyond royalties is compelling to us as well.”
The shift came about after Crisp & Green founder Steele Smiley stepped back into the role of CEO last year. Smiley had shifted to an executive board chair role in late 2022, turning over the reins to former CEO Kelly Baltes. However, Baltes exited the company in September.
“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, in a statement. “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.”
But that doesn’t mean Crisp & Green is giving up on franchising, Grand said.
Two new multi-unit and multi-brand franchisees signed on as partners at the end of 2024, collectively planning 37 locations over the next couple of years, which will go forward, the company said.
The new franchisees include the OM group, led by Kalpesh Patel, who operates more than 50 Dunkin and 15 Wingstop units. The second is M3 Holdings, led by Alex Mortenson, who is also a Planet Fitness franchisee.
For 2025, Grand said 12 to 14 units are expected to open, both company and franchised.
Steele Brands also has a three-unit sister concept called Puralima, which could also be franchised at some point, though there are no immediate plans, said Grand.
According to data from Technomic, Crisp & Green grew sales 13.5% in 2024 to $62.1 million with 46 units. The chain’s average unit volume, however, marked its third year of decline at $1.35 million, down from $1.46 million in 2023 and $1.73 million in 2022.
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