With new stores, franchise signings and operational improvements across the board, the pizza brand is pushing forward with confidence in the second half of the year.
HOUSTON, Texas — Crust Pizza Co., the Texas-based dine-in pizza restaurant brand, is wrapping up the first half of 2025 with strong momentum and major milestones across development, technology and franchisee support.
“We’ve had a strong start to the year,” said CEO Carl Comeaux. “With the launch of our new point-of-sale system, improvements in franchise support, and new stores opened, we’re laying a strong foundation for continued growth.”
So far in 2025, Crust has opened four new locations and awarded six new franchises, with six more openings slated before the end of the year. The brand is actively targeting growth in several new markets, including Atlanta, Tampa and southern Louisiana, with an additional goal to sell out remaining territory in Austin and San Antonio.
One of the biggest wins of the year has been the rollout of Crust’s proprietary restaurant technology. The first store launched on the new tech stack in July, and other locations will be rolling it out shortly. The new system offers improved control and a more streamlined experience for franchisees.
Crust also overhauled its training program for new store openings, making it easier and more efficient for operators to get up and running. A new agreement with food suppliers has allowed the brand to lower costs on its top 10 ingredients, helping franchisees operate more profitably.
The company has also placed a heavy emphasis on franchisee support this year. A new Franchise Advisory Council has strengthened communication between corporate and franchise owners, while a recently launched operations education series has helped managers optimize costs and improve scheduling. As a result, many stores have seen an uptick in sales.
To support the growing number of multi-unit franchisees in its system, Crust has partnered with author and franchise expert Scott Greenberg on a new development program. The training is designed to help owners transition from single-store operators to successful multi-unit leaders by focusing on mindset and systems that scale.
“We have a lot of franchises that have started with one, and they’re opening their second and third location. It’s very different running two or three versus just one,” Comeaux said. “The whole mindset shift of being an owner-operator to being a multi-unit operator is something that’s happening. This Scott Greenberg program is going to help them understand what that looks like, going from one store to two to three. That’s going to be a big initiative.”
Crust’s marketing strategy has also evolved in 2025. A refreshed digital content calendar now drives three to five posts per week per store, increasing engagement and visibility. Comeaux has made brand storytelling a priority as well, speaking at multiple franchise conferences and recording 15 to 20 podcast interviews over the past six months. These efforts have helped boost brand awareness and have attracted growing interest from both franchise prospects and private equity groups.
Crust plans to roll out a mystery shopper program later this quarter to help keep operations sharp and ensure a consistent experience at every location. The team is also planning its first-ever franchisee retreat, scheduled for March 2026 in Lake Charles, Louisiana. Developed in partnership with consultant and author Monica Rothgery, the multi-day retreat will focus on leadership development, community building and celebrating the brand’s culture, with a crawfish boil and local pub crawl planned for good measure.
Through it all, Crust continues to support St. Jude Children’s Research Hospital through its Roundup campaign, helping fund lifesaving treatment and research while ensuring families never receive a bill for care.
With strong franchisee support and plans to expand into new territories, Crust Pizza Co. is well-positioned for continued growth in the second half of 2025 and beyond.
