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Einstein Noah Restaurant Group Inc. recently opened 30 new licensed locations of the Einstein Bros. Bagels concept in nontraditional locations across the U.S., mostly on college campuses, but also in airports, hospitals and casinos.

The Lakewood, Colo.-based company expected to reach 285 licensed nontraditional units by the end of 2013, including 40 that opened during the year. The restaurant group includes about 840 bakeries domestically under the Einstein brand, as well as Noah’s New York Bagels and Manhattan Bagels.

Shultz Hartgrove, Einstein Noah’s vice president of licensed channel, said the company has been building its nontraditional presence over the past 12 years, but said that lately, they’ve “really been able to crack the code for nontraditional.”

He noted that bagels — along with the brand’s salads, wraps and sandwiches — provide a platform for the most portable of foods, and that’s what consumers of nontraditional restaurants want.

In recent years, the company has tweaked the menu, adding more healthful choices and a beefed up coffee program with baristas serving lattes and cold-blended drinks, Hargrove said.

Einstein Bros. is on 205 college campuses, which the company sees as a “gateway for the brand,” said Hartgrove. “College kids are in their formative years and it creates consumers for life.”

In 2014, the company expects to add 40 to 50 nontraditional locations, outpacing the 25 traditional locations that are planned at this point.