PASADENA, CA – Dog Haus, the Pasadena-founded craft casual brand known for its chef-driven take on American comfort food classics, has announced a transformative milestone in its domestic growth strategy. The company has secured development agreements for more than 400 new restaurants across the Southeast and Mid-Atlantic regions. This massive expansion is anchored by the appointment of its first four Area Directors, a group of seasoned multi-unit franchisees who have previously spearheaded growth for some of the most successful brands in the quick-service and fast-casual sectors.
This announcement marks a pivotal shift for Dog Haus as it transitions from a regional favorite into a dominant national player. By implementing a sophisticated "equity-partner" development model, the brand aims to double its nationwide footprint and eventually reach a target of 1,500 locations across 15 designated territories.
Main Facts: A New Era of Strategic Growth
The core of this announcement lies in the scale of the commitment and the caliber of the partners involved. Dog Haus has traditionally been celebrated for its culinary innovation—utilizing hormone-free proteins and King’s Hawaiian rolls—but this move signals a maturation of its corporate infrastructure.
The four inaugural Area Directors bring a wealth of experience from industry giants such as Jersey Mike’s, Tropical Smoothie Cafe, and Dave’s Hot Chicken. Unlike traditional franchise models that often rely on third-party brokers to sell territories, Dog Haus is awarding entire regions to proven operators who act as both developers and mentors.
The Four Key Development Agreements:
- Florida: Led by Nick Crouch, a 16-year veteran with over 135 Tropical Smoothie Cafe locations under his belt.
- The Mid-Atlantic (DE, MD, DC, PA, Northern VA): Spearheaded by Kyle Yancey of Opportunities Restaurant Group, a former Jersey Mike’s executive and area director.
- The Southeast (AL, GA, LA, MS): Managed by Jesse Allen, a multi-state operator with a background in both Jersey Mike’s and Dave’s Hot Chicken.
- The Central-South (NC, TN, Southern VA, WV): Awarded to PG1 Restaurants LLC, a group with more than 60 existing restaurants and a leadership team boasting a century of collective industry experience.
This 400-unit commitment represents one of the largest development pushes in the craft casual segment this year, positioning Dog Haus as a primary competitor to established national chains.
Chronology: From Pasadena Roots to National Ambitions
To understand the magnitude of this expansion, one must look at the brand’s trajectory over the last 14 years.
- 2010: Dog Haus is founded in Pasadena, California, by Hagop Giragossian, Quasim Riaz, and André Vener. The brand quickly gains a cult following for its "More Choices. More Flavor." philosophy.
- 2011–2023: The brand expands steadily, reaching over 50 locations across 12 states and even venturing into international territory in Mexico. It garners industry accolades, including Nation’s Restaurant News’ MenuMasters Award.
- Summer 2024: The company hires Chris Rigassio as President and Chief Development Officer. Rigassio, a former high-level franchisee and developer, is tasked with overhauling the growth engine of the company.
- Late 2024: Rigassio recruits a "dream team" of development experts, many of whom are alumni of the Jersey Mike’s system, known for its rigorous and successful Area Director model.
- Current Milestone: The signing of the first four Area Directors and the commitment of 400+ units.
- Future Outlook (2025–2027): Dog Haus plans to announce a second wave of Area Directors by the end of Q1 2027, with the goal of selling out all 15 national territories by the end of that year.
Supporting Data: The Equity-Partner Model and Operational Infrastructure
The "Dog Haus Model" is a departure from the "broker-style" development common in franchising. In a typical broker model, a third party sells a franchise and walks away with a commission. In the Dog Haus model, Area Directors are equity partners.
The Dual Mandate
Each Area Director is tasked with a two-fold responsibility:
- Self-Development: They must build and operate their own flagship Dog Haus locations within their territory to maintain "skin in the game."
- Coaching and Support: They serve as hands-on consultants for other franchisees in their market, assisting with site selection, training, and maintaining brand standards.
The "Dream Team" of Support
To facilitate this massive influx of new stores, Dog Haus has bolstered its corporate office with specialized talent:
- Lauren Bellingham (VP of Store Development): With experience overseeing 1,500 restaurant projects, Bellingham will lead the "lease-to-opening" process, including a new Dog Haus retrofit design slated for 2025.
- Jerry Kallman (VP of Franchise Sales): A 30-year veteran who helped build one of the largest territories for Jersey Mike’s.
- RJ Cancilla (Director of Real Estate): Utilizing data-driven tools to ensure new locations are placed in high-traffic, high-profit corridors.
By aligning the financial returns of the Area Directors with the long-term performance of the stores they oversee, Dog Haus is creating a self-sustaining ecosystem of quality control and profitability.
Official Responses: Leadership on the Record
The leadership at Dog Haus views this not just as a business expansion, but as a validation of the brand’s unique position in the market.
Michael Montagano, CEO of Dog Haus, expressed high confidence in the new leadership: "Chris [Rigassio] has exceeded our expectations, quickly assembling world-class operators and development leaders to drive our national expansion."
Chris Rigassio, President and CDO, emphasized that the focus remains on quality over quantity, despite the high numbers. "Upon joining Dog Haus, the first thing we set out to build was the structure, not the pipeline," Rigassio stated. "We are awarding markets to proven, large-scale, multi-brand, multi-state operators. Their success will derive from the success of their franchisees, and from building restaurants that will perform for years to come."
The franchisees themselves see a clear gap in the market that Dog Haus is uniquely positioned to fill. Nick Crouch, Area Director for Florida, noted: "Dog Haus has all the ingredients to become an incredible national success story. It has outstanding food, a differentiated concept, an efficient footprint, and a leadership team that understands what it takes to support franchisees."
Implications: Impact on the Fast-Casual Landscape
The aggressive move by Dog Haus carries several significant implications for the broader restaurant industry.
1. The Professionalization of the Franchisee
By courting "heavy hitters" who already manage hundreds of units for other brands, Dog Haus is bypassing the "mom-and-pop" struggle often associated with early-stage national expansion. These Area Directors bring established supply chains, real estate relationships, and operational expertise that will likely lead to a higher success rate for individual units.
2. The "Jersey Mike’s Effect"
The influx of former Jersey Mike’s executives suggests that Dog Haus is attempting to replicate one of the most successful growth playbooks in modern franchising. Jersey Mike’s is often cited as the gold standard for Area Director-led growth. By adopting this structure, Dog Haus is signaling to investors that it is ready for institutional-grade scaling.
3. Culinary Differentiation in a Crowded Market
While many competitors focus solely on burgers or chicken, Dog Haus’s diversified menu—which includes sausages, breakfast burritos, and an extensive plant-based lineup—allows it to capture multiple dayparts (lunch, dinner, and late-night). The involvement of high-profile figures like YouTuber and boxer Jake Paul, who joined as a franchisee and board member in 2024, also gives the brand a unique marketing edge with younger demographics.
4. Regional Economic Impact
The commitment of 400 restaurants will likely result in the creation of thousands of jobs across the Southeast and Mid-Atlantic. Furthermore, the focus on "humanely raised proteins" and sustainable feeding missions suggests that the brand’s growth will also influence local supply chains to move toward more ethical sourcing.
Conclusion
Dog Haus is no longer just a "cult favorite" from Southern California. With 400 units committed, an elite team of development executives, and a sophisticated equity-based growth model, the brand is positioning itself as a cornerstone of the American fast-casual experience. As the company moves toward its goal of 1,500 locations, the industry will be watching closely to see if this "operator-first" philosophy can indeed rewrite the rules of national franchising.
For those interested in the brand’s culinary offerings or potential franchise opportunities, further information is available at DogHaus.com.
About Dog Haus
Dog Haus is a craft casual brand known for its gourmet hot dogs, sausages, burgers, and fried chicken. Founded in 2010, the brand has received numerous accolades for its innovative menu and commitment to high-quality ingredients. Under the leadership of CEO Michael Montagano and a board that includes Jake Paul, the company is currently undergoing a massive national expansion via a unique Area Director model.
