Scottsdale, Ariz.-based emerging brand Hash Kitchen is looking to bring something new to the breakfast table: a party.
Whereas traditionally, casual-dining breakfast and brunch concepts fit into the family-dining category with robust kids’ menus and family-sized favorites, Hash Kitchen CEO and cofounder Joey Maggiore thinks the breakfast category could use some shaking up. Hash offers a Bloody Mary bar, social media-friendly dishes — including a tabletop Ferris Wheel of cupcakes and cereal milk shots — and a DJ on the weekends.
“We’re not re-creating the world of breakfast, but we are creating it for Hash,” Maggiore said. “Everything's over the top, out of the box and in your face. … It's not your average place to go get a cup of coffee. This is a place where you're going to start off the day with a party or finish it with a hangover.”
Take a tour of Hash Kitchen below.
Hash Kitchen accentuates that Instagram-friendly nightclub vibe with mimosas that you can add a cotton candy glitter bomb to, and over-the-top Bloody Marys that come in a blood bag with Type O and Type A+ varieties.
For now, Hash Kitchen brings the party to five locations, but thanks to an investment from Savory Fund announced in November, the concept has two restaurants under construction and four more in the wings. Hash Kitchen hopes to open eight locations by 2023, focusing at first on markets like Denver, Dallas, Houston, San Antonio and Salt Lake City.
“How can we keep thinking outside the box? How will we hit new markets? Can we really be that culture that's driving the breakfast or brunch force?” Maggiore asks. “I think the next two years, you're going to see major growth from us.”
As Hash Kitchen grows, the brand will keep evolving. Maggiore’s business partner, his wife Cristina Maggiore, is developing a new store prototype with updated logos, colors and a design that showcases the personality of the restaurant. Technology will also be a significant part of Hash Kitchen’s future, as the company looks to invest in handheld POS systems that will help cut down on labor needs and wait times for the restaurant.
Maggiore is also constantly thinking about the next big thing to add to the menu. Up next will be a new tabletop Ferris wheel loaded with bourbon-glazed cinnamon rolls.
“If you want to come for scrambled eggs, we’ll have that for you,” Maggiore said. “But everything at Hash is you feast with your eyes first.”
Contact Joanna Fantozzi at [email protected]
Follow her on Twitter: @JoannaFantozzi
