Ahead of its 50th anniversary, Mellow Mushroom has overhauled its logo, uniforms, and website, and is preparing to test a smaller restaurant prototype.
CEO Jeff Appelbaum sees Salted as a “digital first” company that is more of a virtual restaurant incubator than a ghost kitchen company
The quick-service restaurant chain is prioritizing franchising and marketing resources, as well as technology and equipment efficiencies to accelerate growth.
Casual-dining portfolio company said higher ad spend in Q4 and 2024 is warranted to drive traffic