“Literally everything we have is made from scratch in the kitchen the same day,” said Steele Smiley, CEO and co-founder of Crisp & Green.
Steele co-founded Crisp & Green in 2016 after selling its fitness brand Steele Fitness. He turned to other forms of well-being.
“The best and most obvious way to do it was food. Except that I didn’t know, “said Smiley.
He assembled a team and was successful with the initial location of Crisp & Green in downtown Wayzata.
“I go to Wayzata probably four times a week,” said Kris Humphries, a Lake Minnetonka resident, former NBA star, owner of a restaurant franchise and longtime friend of Smiley’s.
“We were at the gymnasium, training and everything. He was a swimmer, I was a swimmer. He trained my sister in the past, “said Humphries.
When Crisp & Green looked for a franchisee to expand and develop the concept, Smiley and Humphries partnered. During his career in the NBA, Kris and his father invested in the concept of hamburger, Five Guys. Today they have 10.
“We entered food for the first time in 2008, during the entire economic crash, the global collapse. I play in the NBA, what should I do with my money now? “He said. Real estate and stocks didn’t seem like a smart option, so the Humphries went to restaurants.
“Five Guys is a very different concept, obviously. But restaurants are restaurants, and great staff and great training are the same, ”he said.
Especially considering Humphries’ interest in healthy eating after his 13 season NBA retirement.
“I didn’t want to be a guy who was done playing and people were like,” Is this Kris Humphries? He looks a bit like him, but I don’t know, “he said.
Crisp & Green Marketing Director Lily Smith helped create the concept and has been with the company from the start.
“Healthy eating on the go here was not available, and it’s such a healthy place,” she said.
A full culinary team with chefs creates all specialty salads. Some are entirely plant-based with tofu or falafel, others have farm-cooked chicken cooked inside the restaurant, or citrus-poached shrimp.
“Each bowl begins with a selection of five different green vegetables, or grains like quinoa, brown rice, wild rice,” she said.
The Crisp & Green company now has three restaurants; Humphries is the first franchise owner with stores in Maple Grove, St. Paul and Dinkeytown.
“It’s something that tastes good, you like, it’s healthy – how many spots do you know like that?” Said Humphries.
They are trying to create a culture that goes beyond healthy salads. They offer free yoga and sculpture classes to clients. Employees meditate. It is delicious food, designed as part of a total lifestyle.
“I always say that I’m not trying to dominate the world,” said Smiley. But “I could see it anywhere. I could see it everywhere. If you do not work well in your hometown, this will not happen. “
