Steele Brands Riding Wave of Fast-Casual Expansion Nationwide

Demand for fast-casual outlets that offer healthy eating menus exploded during the pandemic, a wave that keeps growing in the post-pandemic retail environment.

Steele Brands is riding that wave with a rapid expansion of its Crisp & Green healthy eating, hand-crafted salad restaurant chain. The company is aiming to open up to 250 new locations in the next two years, including 130 locations in 20 states by 2024, Chain Store Age reported.

Steele Brands told CSA that its real estate team has identified more than 1,700 sites that fit the Crisp & Green criteria. The company said it will continue to keep expanding until it has established more than 1,000 units nationwide.

The first Crisp & Green in Manhattan is scheduled to open on June 1 in the NoMad neighborhood. Earlier this year, the brand signed a 40-unit development deal with franchise partner Salads and Smoothies, it largest deal to date.

Crisp & Green is an entrepreneurial success story that began in 2016, when a fitness industry veteran named Steele Smiley opened the first outlet in Wayzata, Minnesota.

When the pandemic hit, Crisp & Green had seven stores. Demand for the chain’s healthy menu items surged during the pandemic, with delivery volumes growing to five times its previous rate, creating record sales volume for the brand. In 2021, Smiley began acting on a strategy of rapid expansion.

Since 2021, Smiley has grown the company into three related fast-casual food chains, including a Mexican food brand Paco & Lime and Stalk & Spade, which features a plant-based menu.

The first outlets for each of these brands opened in Wayzata. Now, Steele Brands’ restaurant platform now has a pipeline of more than 250 stores, most of which will be Crisp & Green locations.

Crisp & Green is known for its nourishing bowls, salads and smoothies that are made with sustainable, “consciously sourced” ingredients. The brand places special emphasis on its commitment to community’ by partnering with local suppliers.

In a statement, Smiley said Crisp & Green’s Manhattan opening will be accompanied by a series of “wellness events” it will host on the rooftop of the building it’s restaurant occupies in NoMad.

“Entering into New York City is an incredible opportunity to lean into our foundation of hospitality and show this influential community why Crisp & Green is different from other healthy fast-casual restaurants,” Smiley said.

“Not only are we introducing our delicious food to active New Yorkers, but we’re creating a unique guest experience through our wellness events hosted on the rooftop of our NoMad location,” he said.