Dallas' Plein Air Agency Gets Investment From L.A. PE Firm

The marketing, technology, and data consultancy for restaurants and retailers will use the investment to fuel expansion, innovation, and high-touch client services.

Published on Feb. 19, 2026

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Dallas-based Plein Air, a marketing, technology, and data consultancy that helps restaurant and retail brands, has received a strategic investment from L.A.-based private equity firm Coral Tree Partners. The investment will fuel Plein Air's continued expansion, technology innovation, and delivery of high-touch services to its growing roster of clients.

Why it matters

The investment in Plein Air highlights the growing demand for integrated, data-driven marketing solutions in the restaurant and retail industries. As these sectors continue to evolve, agencies like Plein Air that can provide tailored strategies and agile technology solutions are becoming increasingly valuable partners for brands looking to unlock performance across marketing, digital experience, and loyalty channels.

The details

Founded in 2016 'by restaurant people for restaurant people,' Plein Air offers marketing, technology, and data consultation to more than 75 clients across the U.S., including True Food Kitchen, Freddy's Frozen Custard & Steakburgers, and Tropical Smoothie Cafe. In 2023, the agency launched Big Colony, a restaurant marketing tech platform used in over 15,000 locations. The investment from Coral Tree Partners will allow Plein Air to 'double down on what we do best and provide differentiated service and solutions for our client partners,' according to Plein Air Co-CEO Jason Abelkop.

  • Plein Air was founded in 2016.
  • Plein Air launched its Big Colony restaurant marketing tech platform in 2023.

The players

Plein Air

A Dallas-based marketing, technology, and data consultancy that helps restaurant and retail brands 'unleash creativity, improve perceptions and create agility to power profitable growth.'

Coral Tree Partners

A private equity firm based in Los Angeles that focuses on media, marketing services, and marketing technology businesses.

Jason Abelkop

Co-CEO of Plein Air.

Paul McEnany

Co-CEO of Plein Air.

Will Wynperle

A partner at Coral Tree Partners.

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What they’re saying

“Plein Air was built to solve real, on-the-ground challenges for restaurant and retail brands, and that mindset hasn't changed as we've grown. This partnership with Coral Tree allows us to double down on what we do best and provide differentiated service and solutions for our client partners.”

— Jason Abelkop, Co-CEO, Plein Air (Dallas Innovates)

“Plein Air was founded by restaurant people for restaurant people, and our passions are around finding new and better ways to make the brands we work with stronger, smarter and more relevant every day. With Big Colony, we're bringing that same mindset to the digital guest experience, giving brands the customization they deserve on an infrastructure that can actually scale.”

— Jason Abelkop, Co-CEO, Plein Air (Dallas Innovates)

“As demand for more integrated, data-driven marketing solutions continues to grow, it's critical that we scale without losing the white-glove approach our clients value. Coral Tree is a true partner who understands our industry, our culture, and our long-term vision. With their support, we're excited to accelerate innovation across Plein Air and Big Colony while broadening our impact and staying deeply client-focused.”

— Paul McEnany, Co-CEO, Plein Air (Dallas Innovates)

“Plein Air brings a rare combination of deep industry expertise, strong client relationships, and a genuine passion for building differentiated technology. Jason, Paul, and the broader Plein Air team have built a special organization, and we're excited to support them as they continue to scale the platform organically and via strategic acquisitions, invest in innovation through Big Colony, and deliver exceptional outcomes for their clients.”

— Will Wynperle, Partner, Coral Tree Partners (Dallas Innovates)

What’s next

Plein Air plans to use the investment from Coral Tree Partners to accelerate innovation across its platform, including further development of its Big Colony restaurant marketing tech solution, as well as pursue strategic acquisitions to broaden its impact and continue delivering exceptional service to its growing client base.

The takeaway

The investment in Plein Air underscores the value that specialized, data-driven marketing agencies can provide to restaurant and retail brands navigating an increasingly complex and competitive landscape. By combining deep industry expertise, tailored strategies, and innovative technology solutions, Plein Air is well-positioned to help its clients unlock new levels of performance and growth.