Crisp & Green to Acquire 33 Rival Salad Restaurants

Minneapolis-based fast-casual chain Crisp & Green has agreed to buy 33 MAD Greens and Snappy Salads restaurants from Salad Collective, the restaurant group owned by the Coors family. The Crisp & Green acquisition marks a major step for a brand that currently operates about 60 locations. Financial terms of the deal were not disclosed.

Crisp & Green plans to convert the acquired restaurants to its own brand over time. Combined with openings already in the pipeline, the deal should lift the chain to 100 restaurants by the end of 2026, roughly ten years after its founding.

Strengthening Its Footprint in Key Markets

The purchase deepens Crisp & Green’s presence in Phoenix, Austin, Denver and Dallas, while also opening up new markets for the brand. The Coors family, which built its reputation in the beer business, will remain involved in the salad concept as a strategic minority partner, giving the chain continuity and an experienced backer as it integrates the new sites.

A Heartland Strategy Without Venture Capital

Unlike many restaurant brands that chase growth in coastal hubs, Crisp & Green has focused largely on the middle of the country. Founder Steele Smiley believes healthy-food chains face less competition there, and he argues that demand for fresh food extends well beyond major coastal cities such as New York and Los Angeles.

The company has expanded through a mix of company-owned restaurants, franchising and money from friends and family. It has done so without venture capital backing, which has allowed the founder to keep control of the brand’s direction.

By acquiring established rivals’ locations rather than building every restaurant from scratch, Crisp & Green is taking a faster route to scale. The strategy also gives it ready-made sites with existing customer bases. How smoothly the conversions go will likely determine whether the chain can reach its 100-restaurant goal on schedule.