---
title: "How Dog Haus’s new area director program could fast track growth, according to CEO"
url: https://burnaze.com/article/beaaf5f9-9721-478c-8c41-fe6dfaea1fa4
source: "Nation's Restaurant News"
original_url: https://www.nrn.com/fast-casual/how-dog-haus-s-new-area-director-program-could-fast-track-growth-according-to-ceo
author: "Sam Oches"
category: "QSR"
industry: "Restaurants"
segment: "QSR"
topics: ["People"]
published: 2026-07-02T18:18:19.000Z
modified: 2026-10-31T13:19:06.126Z
image: https://eu-images.contentstack.com/v3/assets/bltea7aee2fca050a19/blt26af578f7a704e9f/6a46aba74c45441375ecf8dd/DogHaus_Overhead-Table-Three_3009.jpg?width=720&quality=80&disable=upscale
---

# How Dog Haus’s new area director program could fast track growth, according to CEO

**TL;DR:** Dog Haus introduced a new franchise model with area directors in 15 territories to accelerate unit growth, with CEO Michael Montagano aiming to reach 300 locations. The program grants area directors equity and board seats to deepen the relationship between franchisor and franchisee.

*By Sam Oches, originally published in Nation's Restaurant News on 2026-07-02. [Read the original](https://www.nrn.com/fast-casual/how-dog-haus-s-new-area-director-program-could-fast-track-growth-according-to-ceo).*

## Story

Dog Haus recently introduced a new franchise model that leverages area directors in 15 territories to ramp up unit growth.

But while plenty of restaurant companies have leveraged area directors to streamline growth, Dog Haus CEO Michael Montagano thinks the brand’s program is unique in how it gives those ADs equity and board seats — a much deeper relationship between franchisor and franchisee that is intended to align both parties on the chain’s growth journey.

Montagano recently sat down with NRN’s editor in chief at Dog Haus’s original location in Pasadena, Calif., to share more about how this new AD program could help Dog Haus grow to 300 locations and beyond. The two also talk about Dog Haus’s unique new beverage relationship with Dr Pepper.

- Franchisees should be experts in their trade areas

- You should treat your franchisees as the brand partners that they are

- Area directors are like player coaches who can level up the brand

- There’s no deadline for ramping up growth

## Entities

- unit expansion (topic)
- QSR (sector)
- Nation's Restaurant News (publication)
- franchise model (topic)
- Dog Haus (company)
- Dr Pepper (company)
- Sam Oches (person)
- Michael Montagano (person)
- area directors (topic)

---
Originally reported by Sam Oches, Nation's Restaurant News (https://www.nrn.com/fast-casual/how-dog-haus-s-new-area-director-program-could-fast-track-growth-according-to-ceo). Summarized by Burnaze (https://burnaze.com/article/beaaf5f9-9721-478c-8c41-fe6dfaea1fa4).