SPB Hospitality CEO eyes rapid expansion in upscale-casual dining

G.J. Hart, the newly appointed CEO of Houston-based SPB Hospitality, told one outlet that the upscale-casual dining category is ripe for expansion. Drawing on his experience at Red Robin, California Pizza Kitchen and Texas Roadhouse, Hart emphasized that diners seek both value and a memorable experience, a niche where J. Alexander’s already enjoys strong brand loyalty.

He noted that most upscale-casual players are regional, leaving room for SPB to grow its presence in established markets and beyond. The company plans to launch six to eight new J. Alexander’s restaurants each year, supported by investments in training, management and operational systems. Hart also underscored the importance of keeping the brand relevant as consumer tastes evolve, applying lessons learned from his previous leadership roles. SPB Hospitality’s portfolio also includes Logan’s Roadhouse and Krystal, which will benefit from the broader growth strategy.