MAD Greens is making its boldest move yet. As competition heats up in the fast-casual, better-for-you category and diners become more selective about where they spend their money, the Colorado-born brand has completed a major transformation: reimagined about 80% of its menu and made a leadership change to accelerate its next phase of growth.
Salad Collective, parent company of MAD Greens, has named John Montgomery as CEO. A veteran of the brand, Montgomery previously served as president from 2016 through 2022, and most recently as president and chief financial officer of Illegal Pete’s. He returns to MAD Greens at a pivotal moment as the company makes its most significant investment in culinary innovation since its founding in 2004. He succeeds Darden Coors, who assumes the role of chairman of the board of Salad Collective. Coors will remain actively engaged in long-term vision and growth strategy while focusing on AC Development initiatives, including Clayworks, the Coors family’s mixed-use district in downtown Golden.
“The better-for-you category is crowded, and competing on health claims alone isn’t a strategy anymore,” Montgomery said. “Guests want to be wowed with new flavors, premium ingredients, and food that gives them a reason to come back tomorrow. That’s exactly what we’re building at MAD Greens, and we have the culinary credibility, the scratch-made foundation, and the team to do it better than anyone in this space.”
Completed in March 2026 in partnership with The Culinary Edge, a leading culinary innovation firm behind menu strategy for some of the industry’s most recognizable restaurant brands, the menu overhaul introduced 20 new dishes across every category: salads, warm bowls, wraps and sides. The transformation is anchored by a deliberate “value through flavor” strategy. MAD Greens is differentiating through elevated ingredients, globally inspired profiles and scratch-made craftsmanship that commands attention in a crowded market.
The result is a menu that delivers what fast casual rarely does: real culinary depth, from warm fire-grilled steak tenderloin to house-made dressings and thoughtfully layered builds that feel intentional and premium. With 80 percent of the menu reimagined, this is not a refresh. It is a repositioning toward more craveable, customizable food that truly satisfies.
“We took a hard look at where the category is going and built a menu that delivers more flavor, more variety and a more memorable experience, while still staying grounded in real, nutritious ingredients that guests can fully customize,” said Jeff DiSanto, director of culinary for MAD Greens. “We want to be your favorite place to eat. That means serving something you can’t easily recreate at home and a reason to come back again and again. We’re paying attention to what people crave and are making sure it’s worth the visit.”
Montgomery’s return is well-timed. He first joined MAD Greens in 2008 and spent years building its operational foundation and guest experience before leading the brand as president through 2022. His subsequent role at Illegal Pete’s deepened his expertise in financial strategy and multi-unit operational performance. He comes back to MAD Greens as the architect of its next phase.
“Darden built something real here: a brand with genuine values, genuine quality and genuine guest loyalty,” Montgomery said. “My job is to take that foundation and push it forward. The menu transformation we’re announcing is the clearest possible signal of our intent.”
Coors, who played a defining role in MAD Greens’ growth and expansion across Colorado, Texas and Arizona, sees the transition as a strategic evolution. “As chairman, I’ll remain closely involved in guiding our long-term direction,” Coors said. “John understands this brand at its core, and the investment we’re making in this menu reflects exactly the kind of bold, values-driven thinking that will position MAD Greens for the next decade.”
