Respect, results and relationships – the core values at the forefront of Thrive’s 60-year success
From humble beginnings as a Pizza Hut franchisee, Thrive Restaurant Group (Thrive) has truly lived up to its name and is preparing to celebrate 60 years in the restaurant industry. Jon Rolph, CEO, describes how his family started the business in 1966: “My father was working in a Pizza Hut, and my uncle became a franchisee of the restaurant. Fortunately, they got in just as quick-service pizza was taking off and were able to ride that wave. The company has taken a lot of different forms as it’s grown.”
It now has five brands, including newest venture Qdoba. “We bought into this brand earlier this year,” explains Jon. “We’ve bought ten and we currently have six under construction, but we aim to open thirteen restaurants per year over the next four years. Qdoba serves burritos, bowls and quesadillas, and it has great leadership and vision. The product is high quality, and the restaurant is a clear second next to Chipotle, in a space where they are the only two dominant players. There’s plenty of room for us to expand and we’re excited about introducing Qdoba to North and South Carolina.”
Thrive’s other brands include two restaurant concepts that it created and developed. Carlos O’Kelly’s Mexican Café, which is a full-service Mexican dinner house and bar began in 1981. More recently, Thrive got into the breakfast/brunch/lunch category with HomeGrown Daytime Eatery, which has been growing rapidly and currently has units in six states. The company is also the second largest Applebee’s franchisee with over 130 restaurants.
A few years ago, Thrive became a franchisee of Modern Market and liked the concept so much that it bought the whole chain. “Modern Market is a fast-casual, ‘better for you’ eatery, started by two friends in Denver, and it grew rapidly up and down the Front Range,” says Jon. “They took it outside of Colorado. I think people are more aware of what they’re eating now, which helped the business expand further. When you’re trying to get something quick to eat, almost all your options are fried food. Trend-wise, looking at the next 20 years in the industry, we believe there is a real gap in the marketplace for having a convenient way to eat healthier food that makes you feel good. What’s more, this brand is getting us into the licensing game. We license units on university campuses, such as Notre Dame and Northeastern’s campus, as well as airports like Denver International and Atlanta.”
Community commitment
Thrive currently has around 200 restaurants in total, with 8000 employees across 19 states. It was initially called Sasnak before having a name change about eight years ago. Its expansion, which spans across multiple brands and acquisitions, has not changed its core values around treating people with kindness and respect.
“We’re all about people thriving and flourishing inside the industry and our mission is to run the businesses so that people feel at their best and feel respected, rather than rundown or burnt out,” Jon reveals. “When you treat people right, you attract wonderful team members and leaders. When people are at their best, they’re able to execute at a high level and we’re here to help them develop further in the restaurant industry.”
The company has three core values: Respect, Results and Relationships. Jon explains why Thrive’s values are so important to its success: “Generosity has always been at the heart of the company – my father and my uncle came from poverty, which gave them an insight into how they could help others. That insight was passed down to my generation, and I hope that will continue for generations to come. I feel like I’m standing on the shoulders of those who’ve gone before me.
“We strive to make sure we’re helping communities as best we can. We invite managers to give back, to connect with non-profit organizations, run programs through their restaurants to raise money, and help feed volunteers. We celebrate that continuously.”
Improving lives
Improving lives The company has a range of incentives for employees, including a new partnership with the Stand Together Foundation and Goodwill Industries, and has invested in a success coach from Wichita, who works with employees in vulnerable situations.
Internally, it also offers a Family Fund which has been set up for employees going through any crisis. Jon explains: “The team can submit requests to pitch in and help another staff member in their time of need, whether that’s sickness, family issues or household disasters – we’re able to cut a check out of those donations to help them. We just try and wrap our arms around people, treat others how we want to be treated and make a positive impact on this world. We really believe that the world needs more kindness, more light, more joy and more grace.
“Inside Thrive, we believe that people are our legacy – the business part is temporary but the way we work with people and how we interact with them is where the real magic happens. We try and promote healthy relationships and leverage the business to make people’s lives better, both for our customers and our team members.
“Food is interesting in that it’s something every human needs. It’s a great equalizer in that way, so we take advantage of it and create great moments in people’s lives and strive to build great careers for people. We see some beautiful stories in the work that we do.”
Thrive is looking to develop further in 2026 by building and opening more than 15 additional restaurants, where it will continue promoting its core values and serving communities. “Although we’ve grown a lot over 60 years, I always say bigger doesn’t necessarily mean better,” concludes Jon. “We love what we do, and we love inviting more people into an environment where they can be the best versions of themselves.
“We don’t know exactly what the future holds, but I would hope the core and the heart of Thrive is shining even brighter in five years than it is now, through all of our brands and throughout the lives of those who are a part of this organization.”