Another Broken Egg Reveals Big Growth Plans for 2022
From: FSR Magazine
Published: February 24, 2022
Another Broken Egg Cafe, the award-winning, upscale daytime-only restaurant, announced today its updated expansion plans, which includes up to 18 new locations opening this year and adding several dozen to the development pipeline through multi-unit franchise deals. Known for its chef-inspired dishes with an artisanal flair that are "craveably" delicious, and mixologist-hosted full bars serving today’s trending tastes, the brand is capitalizing on the popularity of the brunch category and expanding its reach into new markets.
In 2021, Another Broken Egg Cafe, which is the largest, actively franchising daytime-only restaurant concept, welcomed ten new cafes to its system, including its first cafes in two states with openings in Gilbert, Arizona and Williamsburg, Virginia. Growth has come through a mix of franchise and corporate-owned cafes and will continue in that fashion in 2022, as the brand has already opened a franchise location in Columbus, OH this year, and has another 17 locations under development.
Since the beginning of December 2021, Another Broken Egg Cafe has signed 4 franchise and development agreements representing 13 new locations. Both new and existing franchisees have inked the fresh development deals with the brand for cafes coming to Virginia, Maryland, Mississippi and Texas. Growth momentum in 2021-2022 builds on the resilience Another Broken Egg displayed in 2020, when, despite initial pandemic challenges, it opened nine cafes and saw same-store-sales growth starting in the last quarter of that year.
Amid swelling demand during weekends and weekdays when waitlists are commonly filled, revenue escalation has continued since late 2020. As a result, Another Broken Egg Cafe locations are driving strong Average Unit Volume (AUV). Average weekly gross sales among the top quartile for the first seven periods of 2021 surpassed $45,000. With an $850,000 average buildout cost, the concept offers a solid sale to investment ratio at more than 2 to 1.
“We’re more than just separating ourselves from other players in the industry, we’re distancing the brand by leaps and bounds,” says Jeff Sturgis, Chief Development Officer at Another Broken Egg. “Our simplicity of operations is unmatched. While our menu is strong and packed with flavor, it has been simplified to minimize the number of SKUs, and no dish takes more than six minutes to make. With our one-shift operating schedule, our franchisees can maximize revenue volume in a short amount of time.”
Demonstrating the concept’s viability and adaptability, since the onset of the pandemic, Another Broken Egg Cafe put an emphasis on off-premise dining without detracting from onsite dining volume. And in late 2021, the brand launched a catering initiative to further expand off-premise business and meet the demand for upscale breakfast catering options. To support these incremental revenue and guest channels, the cafe prototype now also includes separate to-go order staging and pick-up areas, for focused handling of all online orders.
Additional brand advancements undertaken in 2021 and rolling out in 2022 include the introduction of a new point-of-sale (POS) system through Revel. The system equips servers with order-at-the-table tablets and provides pay-at-the-table capabilities for guests, speeding service times and facilitating more table turns per day. Another Broken Egg also began work with Wisely, a comprehensive CRM for waitlist management that integrates all order modes and customer databases, offering the ability to track guest visitation and increase lifetime value.
“Over the last few years, we’ve invested a great amount of time, effort and resources to ensure we’re on the cusp of what the industry refers to as ‘NextGen Casual.’ We revamped the look and feel of our dining rooms, have continued to innovate our menu offerings and invested in new technology and resources to ensure optimal performance at the cafe level,” says Paul Macaluso, CEO and President of Another Broken Egg Cafe. “The pandemic forever changed the way we live, and certainly had an impact on what our guests expect from casual dining. And rather than fight that change, we ran with it. Because of the advancements we’ve made, we’re at a place where we feel confident to continue expanding our footprint through franchising and corporate cafe development.”
Featuring a menu that is loaded with fresh ingredients, creative recipes and seasonal features—from traditional Southern favorites like Shrimp ‘N Grits or Crab Cakes & Fried Green Tomatoes, to sweet temptations like Bourbon Street Pancakes or a Cinnamon Roll French Toast that’s to die for—Another Broken Egg creates an indulgent brunch experience for its guests. The cafes offer a warm, yet lively and modernized environment where food and beverages, including a full bar and specialty mimosas and bloody marys, come together to create a highly attractive environment.
According to studies from Allied Market Research, the global breakfast food market size is projected to reach $729.5 billion by 2030, for a compound annual growth rate of 6.3% from 2021 to 2030. With 80 locations open in 15 states, Another Broken Egg is looking to award franchises to talented operators who have restaurant industry experience and an interest in diversifying their portfolios with the surging breakfast/brunch category.
Results from a recent Franchise Business Review survey of Another Broken Egg franchisees indicate that 92 percent would recommend franchising with the brand. And with 49 hours of operation per week between the hours of 7 a.m. and 2 p.m., franchisees have the unique opportunity to leverage the increasingly popular brunch daypart while offering a better quality of life for their managers, servers, kitchen staff, and, for themselves.
Read the Original Article at: www.fsrmagazine.com
