Aplós (Andrew Welch Photography)
Aplós has announced plans to open its third restaurant in the summer of 2026, selecting Oxford, Mississippi, as the company’s first out-of-town location. “This move represents a thoughtful next stage in our growth,” Alex Eaton, founder of Aplós, says. “It gives us room to expand geographically while keeping our commitment to a people-centered culture.”
The decision to open in Oxford reflects a strategic effort to reach neighboring communities with strong cultural and regional ties to Aplós’ home base. Eaton explains the move as a way to thoughtfully test how the brand resonates outside the immediate area. “This is our first location beyond the markets where we started, and it allows us to connect with guests who may already be familiar with our team or our story, even if they live a few hours away,” he says.
According to Alex Eaton, the Oxford opening is part of a multi-year expansion roadmap that remains measured by design. “Plans include a fourth restaurant in 2027, followed by two additional openings in 2028,” Eaton explains. “For Aplós, the roadmap is less about rapid scaling and more about building the right structure to support sustainable growth.” The team has spent the past several years refining internal systems, leadership development pathways, and operational frameworks to ensure that each new location aligns with the brand’s long-standing cultural foundation.
That foundation has been shaped by Alex Eaton’s conviction that the character of a hospitality brand is determined by its people rather than its menu. His leadership philosophy emphasizes consistency, generosity, and community, principles he credits to mentors and early experiences in Mississippi kitchens. Eaton often points to culture as the element that must scale first. During the planning process for Oxford, he says, “We have spent considerable time strengthening the processes and expectations within our current restaurants so that when we take on new challenges, especially ones outside our immediate area, we are prepared to support our teams wherever they are.”
Aplós
Eaton explains that the new location will introduce operational considerations that differ from Aplós’ two existing restaurants, particularly as teams collaborate across greater distances. For him, these challenges are not roadblocks but opportunities to evolve. “Operating out of town brings a different set of responsibilities,” he says. “Working through those details now helps us expand what we consider our local market, potentially growing from a 10-mile radius to something closer to a three-hour radius.”
A key theme driving the Oxford project is internal mobility. “Aplós has long emphasized pathways for employees to take on new responsibilities, pursue leadership roles, and build long-term careers in hospitality,” Alex Eaton says. He views each new restaurant not just as a business milestone, but as a structure that creates additional opportunities for the people who helped shape the company from its earliest days. “Growing anything from the ground up is meaningful,” he says. “But what matters most is ensuring that as we enter new markets, the people who have grown with us gain access to even more possibilities.”
This philosophy aligns closely with the company’s broader approach to hospitality, designed to be intentional, warm, and rooted in community. While each Aplós location may reflect its own neighborhood, the underlying atmosphere is consistent by design. Eaton explains this consistency not as a formula, but as a standard shaped by culture: a place where team members feel supported, and guests feel welcomed without pretense.
As Aplós prepares for the 2026 launch, the Oxford location represents more than geographic growth. According to Alex Eaton, it signals the evolution of a brand focused on people, its teams, its communities, and the future leaders who will carry its culture forward. With additional openings planned through 2028, the next phase of Aplós’ journey emphasizes sustainable expansion, measured decision-making, and the belief that hospitality grows strongest when its foundation is human-centered.
Media Contact
Name: Aplós Media Team
Email: marketing@eataplos.com
Published by: Pathos Communications Ltd