A restaurant industry veteran who has led some of America’s best-known chains sees major growth potential in one segment of the dining business.
G.J. Hart, CEO of Houston-based SPB Hospitality, told FOX Business that the “upscale casual” category is “there for the taking” as the company looks to expand J. Alexander’s, one of the brands in its portfolio.
Hart, who previously served as CEO of Red Robin, California Pizza Kitchen and Texas Roadhouse, said consumers continue to respond to restaurants that deliver both value and a strong experience.
“It’s a space that, from my perspective, my thesis is that it will continue to resonate with consumers, because you’ve got a pretty decent value for a great experience,” Hart said.
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Hart added, “[J. Alexander’s] has been around a long time and it’s very well respected, has a very loyal guest base. … There’s a ton of opportunity to grow [J. Alexander’s] in those strong markets and build out from those core markets and fill a need that’s out there.”
Unlike restaurant segments dominated by national chains, Hart said upscale casual is still made up largely of regional operators.
“When you think about who the real players [are] in upscale casual, it’s mostly regional players,” he said. “… Us becoming bigger will help us get stronger in that space, and I think it’s a space that’s there for the taking.”
SPB Hospitality owns a portfolio of restaurant brands including J. Alexander’s, Logan’s Roadhouse and Krystal.
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Hart said the company is preparing to open six to eight restaurants annually as it ramps up its growth plans.
“We’ve got a fairly aggressive plan,” Hart said.
SPB Hospitality is working to ensure it has the infrastructure, training and management pipeline needed to support those new locations, he said.
Since becoming CEO of SPB Hospitality in September 2025, Hart said he has focused on making restaurant operations easier and applying lessons from his time leading Texas Roadhouse, California Pizza Kitchen and Red Robin.
“The basics are the same,” Hart said, pointing to leadership, communication and giving employees a voice.
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As SPB Hospitality enters its next phase of growth, Hart said the larger challenge is keeping its brands relevant as consumer preferences evolve.
“What I’ve learned in all these brands and now bring to [J. Alexander’s] and SPB is this idea around relevancy,” he said. “How do you stay relevant for today’s ever evolving consumer and consumer needs and consumer wants?”
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