Another Broken Egg Cafe’s growth in recent years has been rocket science.
Ron Green decided to follow his dream in the 1990s and start a restaurant to spend more time with his family. His previous job: An engineer with Lockheed Martin who worked on a superconductor and traveled the world.
“He’s like a rocket scientist,” Another Broken Egg chief marketing officer Jan Barnett said.
Green opened Another Broken Egg in Mandeville, La., in 1996. The breakfast-and-lunch concept is open from 7 a.m. to 2 p.m. every day.
The chain grew slowly over the years until recently, when growth at the Miramar Beach, Fla.-based chain exploded. Domestic systemwide sales in the Latest Year grew 42.9 percent, to $60.6 million. Unit count grew 54.6 percent, to 51 locations, mostly franchised.
Another Broken Egg promises continued growth in the coming years, with 80 locations in development.
“This category is just doing well,” Barnett said, speaking of the quickly growing morning eatery sector, where chains like First Watch are quietly expanding nationwide. “McDonald’s all-day breakfast. That hasn’t hurt us. It’s teaching America to eat breakfast any time.”
Another Broken Egg’s menu has a strong Louisiana flavor, with beignets and grits on the menu. And the concept might be the only one in the breakfast-and-lunch sector with its own bar.
Don’t underestimate the influence of alcohol. Consumers, especially Millennials, enjoy a drink with their weekend brunch. While much of that is mimosas and Bloody Marys, Another Broken Egg recently added cocktails, and beverage sales doubled.
The drinks have also lured a lot of overnight workers coming in for a post-shift meal.
“I’m seeing a lot of [nurses in] scrubs coming in in the early morning hours,” Barnett said. “If you’re on a 24-hour, late-night shift, we’re one of the few places open with a bar that’s a fun place to go, a safe place to go.”
Keys to Success
Breakfast: The morning eatery sector, with concepts open until 2 p.m., has quietly been surging along with the popularity of breakfast. And Another Broken Egg has a menu spiced with Louisiana flavors, such as its City Grits and Fried Green Tomatoes.
Bar: Alcohol for breakfast? Why not? Millennials and Baby Boomers enjoy a drink with brunch, making Another Broken Egg’s full bar a popular element.
Locations: It can be difficult for breakfast-and-lunch concepts to open in top sites given their limited hours. But Another Broken Egg targets locations with more visibility, and can make it work with its unit volumes.
Contact Jonathan Maze at [email protected]
Follow him on Twitter: @jonathanmaze
