SPB Brings Back Former J. Alexander’s Leader to Support Growth
SPB Hospitality brings back a key leader for strategic growth in upscale casual dining.
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SPB Hospitality has appointed Keith Wheaton as Senior Vice President of Construction, who will oversee development initiatives across its portfolio, including J. Alexander’s. The company plans multiple new openings for J. Alexander’s in the coming two years as part of a disciplined market-by-market growth strategy. Wheaton's experience aims to maintain operational standards as the brand expands.
Why It Matters
This appointment suggests a focused approach to growth with experienced leadership, which may enhance unit economics and operational consistency across the brand. The planned openings could compress available territories for aspiring franchisees in the upscale dining segment.
SPB Hospitality has appointed Keith Wheaton as Senior Vice President of Construction, marking a return for the experienced leader who previously worked with J. Alexander’s, one of SPB's flagship brands. Wheaton joined SPB on June 22 and will be responsible for overseeing construction initiatives across the company's diverse restaurant portfolio, which includes J. Alexander’s, Stoney River Steakhouse & Grill, and several concepts from Chef Jose Garces, such as Amada and Village Whiskey.
With over two decades in the restaurant industry, Wheaton has held leadership positions at multiple restaurant chains, including On The Border Mexican Grill & Cantina and Captain D’s. His experience is expected to support SPB’s growth strategy, which focuses on disciplined expansion and operational excellence, aligned with the company's operator-first Playbook. G.J. Hart, CEO of SPB Hospitality, emphasized the importance of having the right systems and standards in place for growth, stating, “Restaurant growth gets a lot of attention, but it only happens when the people, systems and standards are in place to support it.”
Wheaton’s background with the J. Alexander’s brand makes him well-suited to aid in its growth plan, which includes several new restaurant openings in the coming two years through a strategic, market-by-market approach. He noted, “I’ve spent most of my career in restaurant brands where the details matter... What drew me back to SPB Hospitality was the opportunity to help preserve what people already value about these brands while supporting the next phase of growth.”
This appointment signals SPB’s commitment to leveraging institutional knowledge and previous successes to maintain high operational standards while enabling future growth. The strategic direction suggested by this move indicates that SPB may focus on enhancing both the guest experience and the operational framework necessary for expansion. Future developments will depend on how effectively Wheaton can integrate these priorities as part of SPB's overall vision.
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