FSR January 2023

Jack’s Spiked Hot Chocolate, which features Jack Daniels whiskey and is topped with whipped cream and Oreo crum bles, making it a natural accompaniment for the new Double Stuffed Oreo Waffle. Snooze an a.m. Eatery was arguably ahead of the curve on the breakfast beverage front. Since opening in 2006, the Denver-based brand has had a full liquor license and served signature libations. “We try to put a creative twist on familiar cocktails, bring ing something different to the category,” says Becky Fairchild, senior brand manager for Snooze. “Our Bloody Marys and mimosas are a good example; we have the classics but also provide a different experience through unique ingredients.” The restaurant uses a proprietary Bloody Mary mix, made by partner CPG brand The Real Dill, and infuses its vodka with jalapeño and habanero. Other menu strongholds include the Blood Orange Mimosa and the Snoozeberry Cereal Milk Martini (vodka, house-made strawberry coulis, cane syrup, oat milk, and a fresh strawberry). Starting in a state like Colorado, where alcohol regulations aren’t especially restrictive for restaurants, Snooze did face new hurdles when it expanded into certainmarkets. Fairchild offers North Carolina as an example; its restaurants can only order alcohol through state-owned liquor stores, whichmade it difficult for Snooze to source specialty spirits—especially at commercial volumes. “The big challenge is that every state is different. We have to figure out what is needed in each state and county,” Fair child says. “Sometimes we need a hearing to present our case for approval, sometimes we need certain inspections to hap pen before we can receive our license, and oftentimes, con struction delays have a huge impact on getting it on time.” Despite these complications, Snooze has managed to push its footprint to more than 50 units, including a trio of loca tions in North Carolina. For all the potential obstacles and extra costs that come with a boozy brunch, a growing legion of brands clearly finds the effort worthwhile. Beyond boosting revenues, these res taurants are also growing their foot traffic by catering to groups that might otherwise be overlooked. One of the top performers in The Toasted Yolk system is the Beaumont, Texas, store. Its success is driven in no small part by the oil and gas industry nearby, whose workers will visit for a meal and drink after a night shift at the refinery. In other locations, The Toasted Yolk offers what Milton describes as a “reverse happy hour.” Called Scrub Love, this discounted timeframe caters to medical professionals who work nights. “When they get off of work and need to unwind, there’s nowhere to go,” Milton says. “We’re located by a lot of hospi tals. We’ll open up at 7 o’clock in the morning and have five or six doctors or nurses coming in, and that’s their happy hour time. So we give them half off their drinks, and it’s turned out to be a pretty neat partnership.”

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