G.J. Hart, CEO of SPB Hospitality, believes the upscale casual dining segment is “there for the taking,” citing significant growth opportunities as the Houston-based restaurant operator ramps up expansion of brands like J. Alexander’s and Stoney River Steakhouse and Grill.
In an interview with FOX Business on August 10, Hart said the company is preparing to open six to eight restaurants annually as it executes what he called a “fairly aggressive plan” to capture market share in a segment still dominated largely by regional players rather than national chains.
“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, explaining why upscale casual appeals to diners seeking both affordability and quality.
Hart brings decades of restaurant leadership to the role. Before joining SPB Hospitality as CEO in September 2025, he served as chief executive of Texas Roadhouse, where he led expansion from 60 to 450 locations, as well as California Pizza Kitchen and Red Robin. His track record navigating multiple restaurant concepts informs SPB’s strategy for J. Alexander’s, a Nashville-founded steakhouse with a long history and loyal customer base.
“[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,” Hart said.
The upscale casual segment—positioned between casual dining chains and fine dining—has become increasingly attractive as consumer preferences shift. Unlike fast-casual and quick-service restaurants, which have seen saturated competition, upscale casual remains fragmented, with most major players operating regionally rather than nationally. Hart sees this fragmentation as an advantage for SPB.
“When you think about who the real players [are] in upscale casual, it’s mostly regional players,” Hart noted. “… 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’s upscale casual portfolio now centers on J. Alexander’s and Stoney River Steakhouse and Grill, alongside chef-driven concepts. The company has been executing this focus since Hart took the helm. In June 2026, six months into his tenure, Hart unveiled a restructured strategy emphasizing an “operator-first” playbook, separating the company’s upscale casual brands from its legacy quick-service operations like Krystal to allow each to pursue distinct growth trajectories.
Hart emphasized that scaling these brands requires more than ambition—it demands infrastructure, training, and management depth to support new locations. His experience at Texas Roadhouse, where he managed rapid expansion, directly applies to SPB’s current challenge: building the operational backbone to sustain six to eight new restaurants per year while maintaining quality and consistency across the portfolio.
As consumer preferences continue to evolve, Hart sees relevance as the ultimate competitive advantage. “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?”
Sources
- FOX Business — Hart’s interview on upscale casual growth, J. Alexander’s expansion plans, and his prior CEO roles at Texas Roadhouse, California Pizza Kitchen, and Red Robin.
- Restaurant Dive — SPB Hospitality’s operator-first strategy and separation of upscale casual brands from legacy operations under Hart’s leadership.
- Restaurant News — Details on SPB’s portfolio restructuring and Hart’s focus on management infrastructure and training pipelines.
