In a veggie-fueled surge, CRISP & GREEN® has opened its newest restaurant in Naperville, marking its second location in Illinois. Founder Steele Smiley described the expansion as a natural progression for the brand, which continues to deepen its roots in the Chicago area. “Following the strong guest reception in Vernon Hills, Naperville was the logical next step for our journey,” Smiley said, highlighting the company’s focus on community engagement and wellness-driven dining.
The new location is operated by the OM Group, a franchise partner since 2024 that also owns two CRISP & GREEN restaurants in Minnesota. The team brings a blend of operational experience and a passion for healthy living to the venture, aiming to cultivate an appreciation for the brand’s menu among Naperville residents. With its combination of grain bowls, salads, and functional smoothies, the restaurant is designed to meet the growing local demand for accessible, nutritious food options.
As health-conscious dining continues to influence consumer habits, CRISP & GREEN is positioning itself as more than a fast-casual chain. The brand seeks to build communities around mindful eating and balanced living, offering a model that blends wellness with convenience. Smiley believes this expansion reflects a broader shift in how people approach food, viewing nourishment as a pathway to overall well-being rather than a fleeting trend.
The opening in Naperville underscores the brand’s steady momentum across the Midwest and its potential to shape the future of wellness-oriented franchising. With suburban markets increasingly embracing healthier lifestyles, CRISP & GREEN is demonstrating how a franchise rooted in quality, consistency, and purpose can thrive by aligning with the values of modern consumers.