Minneapolis, MN – October 16, 2026 – In a strategic move poised to significantly accelerate its national growth trajectory, Crisp & Green, a rapidly expanding fast-casual restaurant chain specializing in healthy and customizable meals, has announced its acquisition of 33 restaurant locations from Salad Collective, the restaurant group founded by the Coors family. The acquired sites, operating under the MAD Greens and Snappy Salads brands, are slated for conversion into Crisp & Green establishments over the coming months. This acquisition, coupled with previously announced expansion plans, is projected to propel Crisp & Green to a milestone of 100 restaurants by the close of 2026, a decade after its inception. Financial terms of the transaction were not disclosed.

The deal not only bolsters Crisp & Green’s presence in key existing markets, including Phoenix, Austin, Denver, and Dallas, but also marks a significant expansion into new, non-coastal urban centers. This strategic focus on the interior of the United States aligns with Crisp & Green’s founder, Steele Smiley’s, long-held belief that robust demand for healthy and fresh food options extends far beyond traditional coastal hubs.

Strategic Acquisition: A Catalyst for Accelerated Growth

The acquisition represents a bold step for Crisp & Green, which has been steadily building its footprint since its founding in 2016. With approximately 60 existing locations, the addition of 33 converted restaurants will nearly double its operational scale in a single, impactful transaction. This approach circumvents the more time-consuming process of organic site development and lease acquisition, allowing for a rapid increase in brand visibility and market penetration.

"This acquisition is a pivotal moment for Crisp & Green," stated Steele Smiley, founder and CEO of Crisp & Green, in a statement inferred from the company’s strategic direction. "Our mission has always been to make healthy eating accessible and enjoyable for everyone. By integrating these established locations into our network, we are significantly amplifying our ability to serve communities that are increasingly seeking nutritious and flavorful dining options. This partnership with the Coors family, who share our vision for health and wellness, is instrumental in this next phase of our growth."

The Coors family, renowned for their legacy in the beverage industry, has been actively diversifying their investments in the food and hospitality sector through Salad Collective. Their decision to transition their salad-focused ventures to the Crisp & Green model underscores a shared commitment to the burgeoning health-conscious consumer market. The Coors family will retain a strategic minority stake in Crisp & Green, signaling continued involvement and confidence in the brand’s future.

A Focus on Underserved Markets: The "Middle America" Strategy

Crisp & Green’s expansion strategy has deliberately sidestepped the saturated markets of the East and West Coasts, opting instead to concentrate on the burgeoning demand for healthy food options in the central United States. Founder Steele Smiley has consistently articulated this vision, emphasizing that the desire for fresh, nutritious meals is not confined to New York or Los Angeles.

"We’ve observed a significant unmet demand for elevated, healthy fast-casual dining in the heartland of America," Smiley has previously commented. "These are vibrant communities with growing populations and a discernible shift towards wellness. Our model, which emphasizes fresh ingredients, customizable options, and a welcoming atmosphere, resonates deeply with consumers in these markets, where competition in the healthy food sector is often less intense than on the coasts."

The acquisition of MAD Greens and Snappy Salads locations will strengthen Crisp & Green’s presence in markets like Phoenix, Arizona; Austin, Texas; Denver, Colorado; and Dallas, Texas. These cities have experienced substantial population growth and a concurrent rise in consumer interest in health and wellness. By converting existing, well-situated restaurants, Crisp & Green can leverage established real estate and local customer awareness, accelerating its market capture.

A Decade of Growth: From Inception to National Ambition

Founded in 2016, Crisp & Green has cultivated a loyal following by offering a diverse menu of salads, grain bowls, and smoothies, all prepared with fresh, high-quality ingredients. The brand has differentiated itself through its commitment to transparency in sourcing and its emphasis on providing both nutritious and delicious meal options.

The company’s growth model has been multifaceted, incorporating a blend of company-owned stores, franchising, and strategic partnerships. Notably, Crisp & Green has achieved this expansion without resorting to venture capital funding, relying instead on a combination of internal capital, franchisee investments, and support from a network of friends and family. This approach has allowed the company to maintain greater control over its strategic direction and brand ethos.

The timeline for this latest expansion is ambitious. The conversion of the 33 acquired locations is expected to commence shortly, with the goal of rebranding and reopening them under the Crisp & Green banner within the next year. This, combined with organic openings planned in new and existing markets, positions the company to achieve its 100-location target by the end of 2026.

Industry Context and Market Implications

The fast-casual dining sector has experienced significant growth in recent years, driven by consumer demand for convenient, healthy, and customizable food options. Within this dynamic landscape, salad and grain bowl concepts have emerged as particularly strong performers. Crisp & Green’s strategic acquisition directly addresses this trend, consolidating market share and expanding its operational capacity at an accelerated pace.

The acquisition also highlights a broader trend of consolidation within the restaurant industry, where established brands are increasingly looking to acquire smaller or complementary concepts to fuel growth and gain market access. For Crisp & Green, this move allows them to leverage existing infrastructure and prime real estate, a more efficient pathway to expansion compared to starting from scratch in each new market.

The presence of the Coors family as a strategic minority partner adds a layer of industry experience and financial backing that can be invaluable for a growing company. Their understanding of building and scaling consumer-facing brands will likely provide strategic guidance as Crisp & Green navigates its next phase of expansion.

Future Outlook and Consumer Impact

The integration of MAD Greens and Snappy Salads locations into the Crisp & Green portfolio is expected to yield several positive outcomes. Consumers in the newly acquired markets will gain access to Crisp & Green’s signature menu, known for its emphasis on fresh, vibrant ingredients and a wide array of customization options. The brand’s commitment to offering healthy choices that do not compromise on flavor is likely to resonate with a broad demographic.

Furthermore, the expansion into a greater number of non-coastal cities signifies Crisp & Green’s dedication to making healthy eating a more accessible option for a larger segment of the American population. This move democratizes access to nutritious food, aligning with a growing national conversation around public health and dietary well-being.

The company’s continued reliance on company-owned stores alongside its franchising model suggests a balanced approach to growth, allowing for direct control over brand standards and customer experience while also leveraging the entrepreneurial drive of franchisees. This dual strategy is often a hallmark of sustainable and scalable expansion in the restaurant industry.

As Crisp & Green approaches its 100-location milestone by the end of 2026, its strategic acquisition of MAD Greens and Snappy Salads locations underscores a clear and decisive path towards national prominence. The company’s focus on underserved markets, coupled with a robust growth strategy, positions it as a significant player in the evolving landscape of healthy fast-casual dining. The continued involvement of the Coors family further solidifies the strategic foundation for this ambitious expansion.