bellagreen

What bellagreen does

Bellagreen is a privately held fast-casual American bistro restaurant chain, founded in 2008 and operating nine dine-in locations across the Texas metros of Houston (City Centre, Heights, River Oaks, Vintage, Galleria to-go kitchen), The Woodlands, Dallas, Plano, and San Antonio. The legal entity is Bellagreen Holdings, LLC, and the brand is licensed through franchisor AB Green Franchising. The menu spans soups, salads, pizzas, pastas, entrees, and desserts, with chef-prepared items customizable for Gluten Free, Dairy Free, Vegetarian, Keto, Paleo, and Whole30 diets; select wines are SIP Certified. Menu pricing is unit-based, ranging roughly from $4.99 soups to $75 family bundles, supplemented by Monday-Friday 3-5pm Happy Hour (50% off starters, $3 beers, 50% off wine bottles).

The business operates four distribution channels: (1) dine-in restaurant service, (2) online ordering via OLO for pickup, curbside, and delivery, (3) a Paytronix-powered iOS/Android mobile app supporting order-ahead and account-based payment, and (4) full-service catering for events of 10 to 1,000+ guests under a b bella catering rewards program. The b bella Rewards loyalty program (free to join, freemium-style) issues "greens" points on purchases, with bonus accrual for order-ahead, app payment, and starters/desserts/wine purchases; points can be donated toward tree planting. A Raise Green fundraising program returns 20% of qualifying purchases to schools and community organizations.

Revenue mechanics are predominantly transactional (dine-in and catering sales, with delivery fees), supplemented by gift card and app-loaded balances. The technology stack is non-proprietary and sourced from third-party vendors (Paytronix for app/loyalty, OLO for ordering, Worldpay/FIS for payments). The company emphasizes a "green philosophy," channeling seasonal menu contributions into tree-planting partnerships with Texas Trees Foundation and Trees for Houston, totaling more than 30,000 seedlings donated.

Name

bellagreen

Legal name

Bellagreen Holdings, LLC

Website

https://bellagreen.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Bellagreen is a privately held, Texas-based fast-casual American bistro chain operating nine dine-in locations across Houston, Dallas, Plano, and San Antonio, offering chef-prepared customizable meals, online and mobile ordering, catering, and a b bella Rewards loyalty program under franchisor AB Green Franchising.

Ownership category

akta.pro rank

Product category

Fast Casual Dining

NAICS

Limited-Service Restaurants (722513), Full-Service Restaurants (722511), Caterers (72232)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Brasseries, Bistros & Trattorias (THAFACAI)

akta.pro secondary industries

Specialty Dietary & Wellness Catering (Vegan, Halal, Kosher, Allergy-Friendly) (THAFAIAK), Full-Service Catering (Off-Premise) (HSACAGAA), Specialty & Dietary Catering (Halal, Kosher, Vegan, Allergen-Free, Medical) (THAHAKAK)

Keywords

• Fast casual dining
• American bistro cuisine
• Restaurant catering services
• Loyalty rewards program
• Online food ordering

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Dine-in Restaurant Sales: Revenue from food and beverage sales at restaurant locations, including soups, salads, pizzas, pastas, entrees, and desserts.
2. Catering Services: Catering orders for events of 10 to 1000+ guests, with $150 minimum food/beverage purchase for delivery orders and $25 delivery fee.
3. Online Ordering and Delivery: Online orders for pickup, curbside pickup, and delivery through bellagreen's ordering platform.
4. Loyalty Program (b bella Rewards): Customers earn 'greens' (points) on purchases, with opportunities to earn bonus greens for ordering ahead, paying with app, and ordering starters/desserts/wine.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

bellagreen is a fast-casual American bistro restaurant chain operating since 2008 across greater Houston, Dallas, and San Antonio, Texas. It serves chef-prepared soups, salads, pizzas, pastas, entrees, and desserts with extensive dietary customization (Gluten Free, Dairy Free, Vegetarian, Keto, Paleo, Whole30). Beyond dine-in service, the company offers online ordering for pickup and delivery, a mobile app, full-service catering for events of 10 to 1,000 guests, a b bella loyalty rewards program, and a Raise Green community fundraising program.

Product overview

bellagreen is a fast-casual American Bistro restaurant chain operating since 2008, with locations in greater Houston, Dallas, and San Antonio, Texas. The company offers a unified dining experience combining dine-in restaurant service with digital products. The core product is its restaurant experience featuring chef-prepared meals with customizable dietary options, supplemented by online ordering for pickup and delivery via OLO, a mobile app for iOS and Android, and a loyalty program (b bella Rewards). Additional offerings include catering services for events of 10 to 1,000 guests and a community fundraising program. The company emphasizes sustainability through partnerships with Texas Trees Foundation and Trees for Houston, having donated over 30,000 seedlings.

Differentiator

Problem solved

Functional benefit

Products and services

• Dine-In Restaurant Experience Fast-casual American bistro dining experience with a diverse menu including soups, salads, pizzas, pastas, entrees, and desserts, with items customizable for dietary needs including Gluten Free, Dairy Free, Vegetarian, Keto, Paleo, and Whole30.
• Catering Services Full-service catering for events of 10 to 1,000 guests, offering pickup or delivery options with a dedicated b bella catering rewards program ($50 reward per $500 spent); $150 minimum food/beverage purchase for delivery with $25 delivery fee.
• Online Ordering (Pickup & Delivery) Digital ordering platform enabling customers to order food for pickup, curbside, or delivery through bellagreen's website and OLO ordering system across all locations.
• b bella Rewards Loyalty Program Free customer loyalty program allowing members to earn greens (points) with purchases, redeem rewards (e.g., 50 greens = cup of soup/tea/soda; 250 greens = entree up to $15; 400 greens = $20 bellagreen reward), order ahead for pickup and delivery, and donate greens to plant tree seedlings.
• Mobile App Native mobile application for iOS and Android enabling loyalty membership, order-ahead functionality, in-app payments for faster checkout, and additional greens earning opportunities.
• Raise Green Fundraising Program Community fundraising program in which bellagreen donates 20% back to schools and community organizations from dining purchases at specified locations.

Quantifiable outcome

• Over 30,000 seedlings donated to local communities through tree partnerships
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Worldpay/FISminorOthersPayment processing partner for handling customer transactions. Worldpay (FIS) stores payment data including debit/credit card numbers and security codes.
• Texas Trees FoundationcoreStrategic or Co-development PartnerTree partner organization receiving donations from seasonal menus. Part of bellagreen's green philosophy to reduce ecological footprint and support local communities. Over 30,000 seedlings donated through this partnership.
• Trees for HoustoncoreStrategic or Co-development PartnerTree partner organization receiving donations from seasonal menus. Part of bellagreen's environmental commitment to donate and make communities more beautiful. Over 30,000 seedlings donated combined through both partnerships.
• AB Green FranchisingminorOthersParent company/franchisor for bellagreen brand. Copyright 2026 AB Green Franchising. Rights Reserved.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sweetgreen: National fast-casual salad and healthy bowl chain with similar customization DNA, mobile-app-driven loyalty, and sustainability positioning. Comparable on menu philosophy (chef-driven, dietary customization), tech-driven direct ordering, and brand-building around environmental/social commitments.
• True Food Kitchen: Chef-driven, dietary-customization-focused casual restaurant (Keto, Vegan, GF menus). Comparable on the "American Bistro" positioning, chef-prepared meals, deep dietary customization (Paleo, Keto, Whole30 overlap), and premium-but-accessible price architecture.
• CAVA: Mediterranean fast-casual chain with customizable bowls/pitas. Directly comparable given bellagreen's Mediterranean Seared Salmon, Falafel Burger, and Mediterranean Falafel Bowl items, as well as the shared customization-first model and dine-in plus digital channel mix.
• MOD Pizza: Fast-casual customizable pizza chain sharing bellagreen's menu inclusion of build-your-own pizzas (e.g., bellagreen Plain Jane Pizza). Comparable on the assembly-line customization model, fast-casual price tier, and tech-forward ordering experience.
• Salata: Houston-based fast-casual salad and wrap chain with similar customization model and Texas market overlap. Comparable on category (customizable healthy meals), geography (Houston HQ), and price point, making it the most direct head-to-head competitor for bellagreen in the Texas market.
• Zoe's Kitchen: Mediterranean-inspired fast-casual chain. Comparable on menu overlap (Mediterranean bowls/pitas), customization model, and family-bundle offerings similar to bellagreen's Whole Bird Bundle and Salmon Bundle.
• Roti Mediterranean Grill: Mediterranean fast-casual grill chain with customizable bowls, pitas, and salads. Comparable on the customizable Mediterranean positioning paralleling bellagreen's Mediterranean Seared Salmon and Falafel menu items, fast-casual price tier, and multi-unit franchise model.

Broad incumbents

• Panera Bread: Established fast-casual bakery-cafe with similar dine-in/online/catering/loyalty infrastructure and healthier-leaning positioning. Comparable as a broad incumbent in the same category with overlapping catering, loyalty program, and digital-ordering model.
• Chipotle Mexican Grill: Largest US fast-casual operator with a similarly customizable menu and digital ordering ecosystem. Comparable as the dominant fast-casual benchmark shaping consumer expectations on price, digital ordering, and customization, against which bellagreen positions its broader American-bistro menu.

Emerging players

• CoreLife Eatery: Fast-casual concept built around dietary-specific menus (gluten-free, grain-free, keto). Comparable on the dual focus of fast-casual service and protocol-driven dietary customization that differentiates bellagreen's Keto/Paleo/Whole30 menu items.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/eatbellagreen
• Facebookfacebook.com/eatbellagreen
• LinkedInlinkedin.com/company/bellagreen

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about bellagreen