Crisp & Green

The burgeoning healthy fast-casual dining sector presents a compelling landscape for discerning franchise investors, and within this rapidly expanding market, the Crisp & Green franchise has carved out a distinctive and influential niche. Prospective franchisees often grapple with the challenge of identifying a brand that not only aligns with consumer demand but also demonstrates robust operational viability and a clear path to growth, a problem Crisp & Green endeavors to solve through its meticulously crafted model. The Crisp & Green brand was meticulously brought to life in late 2016, with its foundational vision championed by Steele Smiley, who is consistently recognized across numerous sources as the primary founder, although some early accounts also mention Keith and Erica Finkelstein as co-founders in that pivotal year. The very first Crisp & Green store opened its doors in November 2016, establishing its flagship presence in the vibrant downtown area of Wayzata, Minnesota, a strategic suburb of Minneapolis that also serves as the brand’s current headquarters. At its core, Crisp & Green is dedicated to offering chef-crafted salads, nourishing grain bowls, and invigorating smoothies, all distinguished by an unwavering commitment to fresh, made-from-scratch ingredients. This dedication extends beyond the menu, manifesting in a vibrant brand ethos that emphasizes community engagement through complimentary fitness events and a holistic commitment to wellness, distinguishing Crisp & Green in a crowded market. As of April 2025, the company commands a significant presence with approximately 46 open locations, a testament to its rapid national growth since its inception. The parent company, Steele Brands, also founded by Steele Smiley, underscores a unified vision and strong corporate backing for the Crisp & Green franchise. This brand is not merely participating in the healthy eating trend; it is actively shaping it, positioning itself as a dominant and rapidly growing entity within a total addressable market that continues to expand as consumer preferences increasingly shift towards healthier, convenient, and transparent food options. For franchise investors, understanding the unique value proposition and the strategic market position of Crisp & Green is paramount, and this independent analysis aims to provide the comprehensive, data-driven insights necessary for informed decision-making, moving beyond mere marketing rhetoric.

The broader industry landscape for limited-service restaurants, particularly within the healthy fast-casual segment, is characterized by substantial growth and dynamic consumer shifts, making it an attractive domain for franchise investment. While specific total addressable market sizes for the healthy fast-casual sector can vary by research methodology, the segment is widely recognized as one of the fastest-growing within the food service industry, often outpacing traditional fast food and full-service dining with double-digit growth rates in recent years. This robust expansion is primarily fueled by several key consumer trends that Crisp & Green is uniquely positioned to capitalize on. A pervasive increase in health consciousness among consumers, a heightened demand for fresh and transparent ingredient sourcing, and a growing preference for convenient yet high-quality meal options are all secular tailwinds strongly benefiting the Crisp & Green franchise. Modern consumers, increasingly educated about nutrition and wellness, actively seek out dining experiences that align with their lifestyle goals, moving away from processed foods towards chef-crafted, wholesome alternatives. This shift creates a fertile environment for brands like Crisp & Green that prioritize made-from-scratch ingredients and a wellness-centric approach. The industry’s appeal to franchise investment stems from its resilience, scalability, and the potential for strong unit economics driven by consistent demand. While the competitive landscape within fast-casual dining is certainly fragmented, with numerous regional and national players vying for market share, brands that offer a clear differentiation in product quality, brand experience, and community integration, such as Crisp & Green, are poised for sustained success. Macro forces, including a post-pandemic re-emphasis on personal health, the continued evolution of digital ordering and delivery platforms, and a general societal movement towards sustainable and ethically sourced food, all contribute to a favorable environment that creates significant opportunity for the Crisp & Green franchise model.

Investing in a Crisp & Green franchise represents a substantial financial commitment, placing it firmly in the premium tier of fast-casual franchise opportunities, significantly above the sub-sector average investment range typically observed between $406,514 and $894,151. The initial franchise fee for a Crisp & Green location ranges from $54,900 to $64,500, though some sources indicate a specific amount of $49,500 or a maximum upfront franchise fee that can reach $69,500, reflecting potential variations based on specific agreement terms or market conditions. The total initial investment required to establish a Crisp & Green franchise generally spans from $860,000 to $1,393,000, with other detailed reports citing a slightly broader range of $886,028 to $1,444,038. One particular source even listed a singular total investment figure of $753,500, underscoring the importance of reviewing the latest Franchise Disclosure Document for precise figures. This comprehensive investment covers a multitude of essential expenditures, including construction costs, the acquisition of necessary equipment, initial inventory, and crucial initial operating expenses, with the precise amount influenced by factors such as the specific restaurant type, the chosen location, and whether the property is leased or purchased. A detailed breakdown of these costs includes $54,900 to $64,500 for the Initial Franchise Fee, an optional Crisp & Go Location Fee from $0 to $5,000, Site Survey costs ranging from $3,000 to $8,000, and Architectural Plans estimated between $17,000 and $25,000. Further substantial investments are allocated to Furniture, Fixtures and Supplies ($64,000 to $85,000), Travel and Living Expenses While Training ($2,500 to $7,500), and Signage for both interior and exterior ($13,000 to $30,000). The purchase and installation of a commercial kitchen alone represents a significant outlay of $240,000 to $260,000, while Premises Construction and Improvements demand $350,000 to $665,000. Additionally, Real Estate and Utility Security Deposits and three months' rent require $11,000 to $60,000, and Licenses and Permits will cost $3,500 to $25,000. Prospective franchisees are also required to demonstrate substantial liquid capital of $1,000,000, alongside working capital ranging from $50,000 to $75,000, affirming that this Crisp & Green franchise opportunity targets well-capitalized investors. Ongoing financial commitments include a royalty fee of 7.0% of gross sales, along with an advertising fund fee, which has a maximum of 2.00%, although one source also mentions a national brand fund fee of 6.50%. The 2% marketing fee specifically supports national and local advertising initiatives, ensuring brand visibility and market penetration for every Crisp & Green franchisee. This robust investment profile positions the Crisp & Green franchise as a premium, high-potential venture for those seeking a significant stake in the healthy fast-casual market, backed by Steele Brands, the parent company founded by Steele Smiley.

The operating model for a Crisp & Green franchise is built around efficiency, a commitment to fresh ingredients, and strong community integration, offering a structured framework for franchisees. Daily operations for a Crisp & Green franchisee revolve around the meticulous preparation and serving of chef-crafted salads, grain bowls, and smoothies, all emphasizing the brand's core promise of fresh, made-from-scratch ingredients. While specific staffing requirements are not numerically detailed, the fast-casual dining environment inherently demands a dedicated team focused on quick service, consistent quality, and an engaging customer experience. The brand's emphasis on community engagement, particularly through complimentary fitness events, indicates a proactive approach to local marketing and brand building that franchisees are expected to embrace, fostering a loyal customer base beyond transactional exchanges. Although specific format options beyond the standard restaurant model are not extensively detailed, the mention of a "Crisp & Go Location Fee" in the investment breakdown suggests potential for smaller or alternative footprint concepts, offering flexibility in site selection and operational scale for a Crisp & Green location. The initial training program for Crisp & Green franchisees is comprehensive, as indicated by the provision for Travel and Living Expenses While Training, which ranges from $2,500 to $7,500, implying an in-person, immersive experience designed to equip new owners with the necessary operational and managerial expertise. Beyond initial training, corporate support for the Crisp & Green franchise is robust, featuring a dedicated advertising fund with a maximum fee of 2.00% allocated towards both national and local marketing initiatives, ensuring brand visibility and customer acquisition. The brand's commitment to "made-from-scratch" ingredients also implies a well-developed supply chain and procurement system, providing franchisees with access to high-quality, consistent ingredients. While specific details on territory structure and exclusivity are not fully outlined, the brand’s strategy of signing multi-unit and multi-brand franchisees, with two new enterprise-level operators planning to open 37 locations over the next couple of years, strongly suggests defined territories and a focus on strategic market development. This approach also indicates that while an owner-operator model is feasible, the Crisp & Green franchise is increasingly appealing to experienced business groups capable of managing multiple units, leveraging a sophisticated management team rather than relying solely on absentee ownership.

Item 19 financial performance data is not disclosed in the current Franchise Disclosure Document for the Crisp & Green franchise, a common practice for some franchisors, which means prospective investors cannot directly review average unit-level profit and loss statements within the FDD. However, a comprehensive analysis of publicly available revenue data and the brand's growth trajectory provides significant insights into the potential financial performance of a Crisp & Green location. The average unit volume (AUV) for a Crisp & Green franchise has demonstrated strong performance, albeit with some fluctuations over recent years, providing a critical benchmark for potential earnings. In 2021, the AUV for Crisp & Green reached an impressive $2.2 million, showcasing the brand's early momentum and market acceptance. This figure adjusted to $1.73 million in 2022, followed by $1.46 million in 2023, and $1.35 million in 2024, reflecting the dynamic nature of the fast-casual market and potentially the brand's rapid expansion into new territories. Despite these variations, other sources report a compelling average revenue of $1,822,000 per unit, and specifically for franchisor-owned units, an even higher average of $1,836,347 per unit, indicating robust performance for corporate-managed locations. Furthermore, the reported gross revenue of $1,487,056 for Crisp & Green substantially exceeds the sub-sector averages of $696,569, underscoring the brand's ability to generate significantly higher sales volumes compared to many competitors in the healthy fast-casual space. Systemwide sales for the Crisp & Green brand reached an impressive $55 million in 2023 alone, representing a remarkable 44.0% year-over-year sales change, a clear indicator of aggressive market penetration and escalating consumer demand. These robust AUV figures, coupled with the substantial systemwide sales growth, strongly suggest that Crisp & Green units possess strong revenue-generating capabilities, positioning the brand as a formidable player in the healthy fast-casual segment. While direct profit margins or estimated owner earnings are not explicitly disclosed, the consistently high average unit volumes, significantly surpassing industry benchmarks, imply a strong foundation for healthy unit-level profitability for a well-managed Crisp & Green franchise, making it a compelling investment even in the absence of Item 19 data.

The growth trajectory of the Crisp & Green franchise has been nothing short of explosive, demonstrating an aggressive expansion strategy that has rapidly scaled its footprint across the United States. While initial data points for Crisp & Green indicated a core of 6 total units, all of which were franchised, the brand has demonstrated an aggressive and rapid expansion trajectory that quickly moved beyond this foundational base. The company has consistently doubled its location count year-over-year since its founding in 2016, a remarkable feat in the competitive dining industry. As of April 2025, Crisp & Green boasts approximately 46 open locations, reflecting a strategic shift in its operational model. In late 2024, the company acquired about 22 franchise locations, significantly increasing its corporate-owned count from three to 24 out of the 46 total locations, indicating a move towards a majority corporate-owned model from a predominantly franchised one. Despite this shift, the Crisp & Green franchise continues to attract enterprise-level operators, with two new multi-unit and multi-brand franchisees signing on at the end of 2024, collectively planning to open 37 additional locations over the next couple of years. For 2025, the brand anticipates opening 12 to 14 new units, encompassing both company-owned and franchised locations, further cementing its expansion. Earlier reports highlighted ambitious plans, with Crisp & Green reporting more than 200 restaurants open or in development across 15 states by July 2024, and 195 stores built or in development across 20 states as of October 2023. In February 2023, the parent company, Steele Brands, reported over 250 restaurants built and in development across 25 states, including Crisp & Green. By June 2023, Crisp & Green had 36 stores nationally, with 35 being franchised and only one company-owned at that time, showcasing the rapid change in corporate strategy. The brand had set ambitious goals to reach 65 locations open across 20 states by the end of 2023 and 130 locations open by the end of 2024. This rapid growth is underpinned by significant corporate developments, including the return of founder Steele Smiley as CEO in Q3 2024, after having transitioned to Executive Board Chair in late 2022, with Kelly Baltes serving as CEO until his departure in September 2024. This leadership change and strategic pivot to increased corporate ownership signals a renewed focus on brand control and market penetration. The competitive moat for Crisp & Green is built on its unwavering commitment to fresh, made-from-scratch, chef-crafted ingredients, its strong brand recognition, and its unique community engagement through complimentary fitness events. The brand's real estate strategy is robust, having identified over 1,700 additional territories that fit its specific site criteria, pursuing a long-term goal of more than 1,000 units. Crisp & Green is actively adapting to current market conditions by integrating delivery options and embracing digital transformation, ensuring its relevance and accessibility in an evolving consumer landscape.

The ideal franchisee for a Crisp & Green franchise is typically an experienced, well-capitalized individual or, increasingly, an enterprise-level group with a proven track record in multi-unit operations and a strong understanding of the restaurant or retail sector. While specific required experience is not explicitly detailed, the significant investment level and the brand's aggressive growth strategy targeting multi-unit operators suggest a preference for candidates with robust business acumen, management experience, and the capacity to scale operations efficiently. New multi-unit and multi-brand franchisees, for instance, have already committed to opening 37 locations, underscoring the expectation for multi-unit development. The Crisp & Green brand operates exclusively within the United States, with a strategic geographic focus that includes a strong presence in the Midwest, where 23 franchise locations were situated as of 2024 FDD data. The brand has established or planned expansion into a diverse array of states including Minnesota, Colorado, Florida, Nebraska, North Dakota, South Dakota, Texas, Utah, Indiana, Kentucky, Illinois, Wisconsin, New York, Arkansas, Iowa, and Tennessee, demonstrating a broad national ambition. Markets that perform best for Crisp & Green are typically those with a high concentration of health-conscious consumers and a strong community spirit, where the brand's wellness-focused mission resonates deeply. The company has meticulously identified over 1,700 additional territories that precisely fit its specific site criteria, signifying ample opportunity for new Crisp & Green franchisees in strategically vetted locations. While a precise timeline from signing a franchise agreement to the grand opening is not provided, the complexity of the build-out and training suggests a multi-month process, typically ranging from 9 to 18 months depending on site specifics and permitting. The franchise agreement term length and renewal terms are not available, but these details would be fully outlined in the Franchise Disclosure Document, which is critical for comprehensive due diligence. Considerations for transfer and resale would also be governed by the terms of the franchise agreement, providing guidelines for exiting the investment should a franchisee choose to do so in the future.

The Crisp & Green franchise presents a compelling investment thesis for qualified individuals and groups seeking to enter or expand within the thriving healthy fast-casual dining segment. The brand's strong unit economics, evidenced by average unit volumes significantly exceeding sub-sector averages, coupled with its aggressive growth trajectory and strategic corporate leadership under founder Steele Smiley, underscore its potential for substantial returns. The commitment to fresh, chef-crafted ingredients and a community-centric wellness approach provides a powerful differentiator in a competitive market, attracting a loyal and growing customer base. For investors seeking an opportunity with a strong FPI Score of 69 (Strong), Crisp & Green warrants serious due diligence. PeerSense provides exclusive due diligence data including SBA lending history, FPI score, location maps with Google ratings, FDD financial data, and side-by-side comparison tools. The Crisp & Green franchise, with an FPI Score of 69 (Strong), represents a compelling opportunity for qualified investors. Explore the complete Crisp & Green franchise profile on PeerSense to access the full suite of independent franchise intelligence data.