MAD Greens - Eat Better

What MAD Greens - Eat Better does

MAD Greens - Eat Better, operated by Salad Collective, LLC, is a Denver-born fast-casual restaurant chain founded in 2004 that sells hand-chopped salads, warm grain bowls, wraps, sides, and house-made dressings. It serves individual health-conscious consumers and corporate catering customers across three U.S. states (Colorado, Arizona, and Texas) through dine-in, pickup, and delivery, with a dedicated catering platform for groups of 10-1,000. The company is privately held under the AC Restaurant Group umbrella (a Coors family company), with CEO Darden Coors having tripled the location footprint since 2013 and the brand recognized as #20 in Fast Casual's 2025 Top 100 Movers & Shakers.

The underlying technology stack is a standard best-of-breed restaurant SaaS architecture rather than proprietary IP: BentoBox powers the marketing site, Olo handles online ordering, Punchh manages the loyalty/rewards program (1 point per $1, $10 reward per 100 points), MonkeyMedia runs the catering platform, Tattle collects guest feedback, BigZpoon provides nutrition and allergen information, and Paylocity supports HR. Distribution runs through company-operated restaurants, the order.madgreens.com storefront, iOS and Android apps, third-party delivery aggregators (DoorDash, Uber Eats), and ezCater, plus physical and digital gift cards. The 2025 New MAD Menu launched premium proteins including steak tenderloin to support higher average unit volume, alongside a refreshed marketing mix (Instagram, Facebook, TikTok, LinkedIn), an E-Club email program, an ambassador program in CO/AZ/TX, and the Greens For Good community fundraising initiative donating 25% of event sales to local 501c3 organizations.

The business model is predominantly transaction-based restaurant revenue (dine-in, digital pickup/delivery, catering) supplemented by gift card sales and a points-driven loyalty program designed to increase visit frequency. No revenue, funding rounds, or institutional investors are disclosed; the company is family-affiliated with no public listing. Forward strategy centers on continued franchise expansion, geographic growth within the Mountain/Sun Belt corridor, and menu premiumization, with operational scale supported by 101-250 employees.

Name

MAD Greens - Eat Better

Legal name

Salad Collective, LLC

Website

https://madgreens.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

MAD Greens - Eat Better is a Denver-born fast-casual restaurant chain, founded in 2004 and operated by Salad Collective, LLC under the Coors family's AC Restaurant Group, serving chef-crafted salads, grain bowls, and wraps to health-conscious consumers and corporate catering clients across Colorado, Arizona, and Texas.

Ownership category

akta.pro rank

Product category

Fast-Casual Restaurant

akta.pro primary industry

Salad & Bowl Concepts (Grain/Protein/Healthy Bowls) (THAFABAF)

akta.pro secondary industry

Healthy/Salad/Grain Bowl QSR (THAFAAAJ)

Keywords

• Fast-casual restaurants
• Salad and grain bowls
• Healthy meal chains
• Corporate catering services
• Restaurant loyalty programs

Headquarters

HQ city

Golden

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Restaurant Dining Sales: Revenue from dine-in customers at physical restaurant locations across Colorado, Arizona, and Texas
2. Digital Ordering (Pickup & Delivery): Revenue from online and mobile app orders with pickup or third-party delivery options
3. Catering Services: Corporate and event catering services offering salad bars, boxed lunches, and wrap platters for groups of 10-1,000
4. Gift Cards: Sale of physical and digital gift cards for use at all MAD Greens locations

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

MAD Greens is a fast-casual restaurant chain that prepares and sells chef-inspired, hand-chopped salads, warm grain bowls, wraps, and scratch-made sides daily from fresh ingredients. The menu is fully customizable to accommodate vegan, vegetarian, gluten-free, and dairy-free diets, and is sold across dine-in restaurants, online pickup, mobile app ordering, third-party delivery, and corporate/event catering in Colorado, Arizona, and Texas.

Product overview

MAD Greens is a Denver-born fast-casual restaurant chain founded in 2004, offering a unified product portfolio centered on fresh, chef-crafted salads, warm grain bowls, and wraps. The core offerings comprise hand-chopped salads (e.g., Greek Goddess Salad, Chili Lime Chop Salad), grain bowls (e.g., MADiterranean Bowl, Heart & Seoul Steak Bowl), and wraps (e.g., Steak Fajita Wrap, Chipotle Caesar). Supporting the core menu are add-on modules: Catering Services for groups of 10-1,000, the MAD Rewards loyalty program (1 point per $1, $10 reward per 100 points), Gift Cards (digital and physical), the Greens For Good fundraising program (25% donation to 501c3 organizations), and the MAD Ambassador influencer program. A mobile app for iOS and Android enables ordering ahead and rewards tracking. The company operates across Colorado, Arizona, and Texas.

Differentiator

Problem solved

Functional benefit

Products and services

• Salads Chef-inspired, hand-chopped salads featuring fresh vegetables, premium proteins, and scratch-made dressings, with customizable options for dietary preferences.
• Warm Grain Bowls U.S.-grown 5-grain wild rice blend bowls with premium proteins, vegetables, and house-made sauces.
• Wraps Whole wheat and spinach tortilla wraps with various protein and topping combinations for convenient on-the-go meals.
• Kids Menu Child-sized portions including Kids Mini Mac Bowl, Kids Mini Me Bowl, and Kids Awesome Box with balanced nutrition for children.
• Sides Complementary items such as Creamy Whipped Feta Dip, hummus varieties, focaccia bread, pasta salad, and pita chips.
• Salad Dressings House-made scratch dressings and drizzles including Honey Balsamic Vinaigrette, Blue Cheese, Creamy Caesar, Green Goddess, Ranch, Creamy Ginger, and Smoky Chipotle Ranch.
• Catering Services Full-service catering for groups of 10-1,000 offering salad bars, individual boxed lunches, wrap platters, and fresh sides; available for pickup or delivery in Denver, Fort Collins, Phoenix, and Austin.
• Gift Cards Digital and physical gift cards redeemable at all MAD Greens restaurant locations.
• MAD Rewards Loyalty Program Points-based loyalty program offering 1 point per $1 spent, $10 reward per 100 points, menu challenges, exclusive perks, and birthday/half-birthday rewards.

Quantifiable outcome

• Earn 1 point per $1 spent with $10 reward at 100 points
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature2 records

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Tender Greens: California-based chef-driven fast-casual concept serving salads, warm bowls, and sandwiches with scratch preparation. Comparable in chef-inspired positioning, scratch-made approach, and premium ingredient story.
• Freshii: Health-focused fast-casual and franchise concept offering salads, bowls, wraps, and smoothies. Comparable in menu format, dietary customization, and franchise-based expansion model.
• CAVA Group: Fast-casual Mediterranean bowl and salad chain with a national footprint. Shares the customizable bowl/salad format, premium positioning, and digital-first ordering experience that defines MAD Greens' offering.
• CoreLife Eatery: Fast-casual concept focused on grain bowls, salads, and protein plates with a health-forward menu. Comparable in customizable bowl format and active-lifestyle target customer.
• Chopt Creative Salad: East Coast-based fast-casual salad and warm bowl chain with a chef-driven menu. Comparable in customizable salad/bowl format, scratch-made dressings, and premium protein positioning.
• Salad and Go: Drive-thru-focused salad and wrap concept with strong Southwest U.S. presence including Arizona. Overlaps with MAD Greens on menu format (salads, wraps), dietary customization, and regional market overlap in Phoenix.
• Sweetgreen: National fast-casual chain specializing in salads and warm bowls with strong digital ordering and loyalty infrastructure. Directly comparable in menu format, customization, and target customer to MAD Greens, though at significantly larger scale and with public-company resources.

Regional players

• Tossed Salads & Wraps: U.K.-based fast-casual chain with a customizable salad, wrap, and bowl menu. Operates in a different geography but offers a closely analogous operating model and value proposition.

Broad incumbents

• Chipotle Mexican Grill: National fast-casual chain built around customizable bowls with a strong digital ordering and rewards platform. Comparable on build-your-own bowl format, digital-first ordering, and frequent-diner loyalty mechanics.
• Panera Bread: Large national fast-casual chain with salads, bowls, sandwiches, and a mature loyalty program (MyPanera). Comparable on fast-casual positioning, healthy menu perception, and digital/loyalty ecosystem, though broader menu and significantly larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/madgreens
• LinkedInlinkedin.com/company/mad-greens-inspired-eats
• Instagraminstagram.com/madgreenseatbetter
• TikToktiktok.com/@madgreens?lang=en
• Xx.com/madgreens

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 MAD Greens - Eat Better