FSR January 2023

BREAKOUT BRAND

EGGS UP GRILL REALLY APPEALS TO A MUCH BROADER GUEST BASE THAN OUR COMPETITORS. OUR PRODUCTS ARE VERY APPROACHABLE; YOU’RE GOING TO SEE MENU OFFERINGS THAT YOU’RE VERY FAMILIAR WITH. ” “

be getting in at 11 o’clock or [getting] one o’clock calls with this concept.” The work-life balance is a major sell ing point for Eggs Up Grill, but that’s not to say the job is a cakewalk. After all, maintaining its warm, local vibe and quality standards will become increas ingly difficult as the concept fills exist ing markets and expands into new ones. “Big brands have had a hard time get ting that culture boiled down to the hourly level. I don’t have that issue,” Young says. “As we grow, will it be harder to do? I expect that it will be. ... It will be interesting to see how many deals like the Donaldsons’ in Dallas come about. Those are huge opportunities.” For those larger operators, Young says it will be especially critical for franchi sees to install and empower leaders with roots in the communities they serve. As a seasoned operator, Donaldson is well aware of the sweat equity this undertaking will require. But then again, he has no reservations about diving in. “We work extremely hard, but we know signing is the easy part,” he says. “But we love it. It’s going to be great.”

is the friendliness of the staff, Rich ardson says. He credits the welcoming nature of the restaurant and teammem bers to a combination of company-wide culture and local ownership. That’s why it’s so important for Eggs Up Grill to work with the right partners. “We would spend a lot of time during the prospect and selection process mak ing sure there was an understanding on the new franchise prospect’s part of what the DNA of this brand is about and how you deliver those experiences that put smiles on guests’ faces,” Richardson says. Potential operators who were excited by the brand were the best fit in terms of culture. They were also the most likely to be successful, he notes. The final piece, Richardson says, is affordability. Eggs Up Grill has a check average of about $12.50, which is any

where from $2 to $5 less than others in the category. As skyrocketing inflation leads more and more price-sensitive con sumers to rethink their away-from-home meal occasions, Eggs Up Grill has a sig nificant advantage. Its prices aren’t much higher than those at more established breakfast chains. At the same time, the NextGen brand boasts arguably better quality food and a personal touch that edges out legacy players. From the franchisee and employee side, there’s a lot to like about Eggs Up Grill, too. After working late nights as a regional manager, Young was happy to take a job where the workday ended by mid-afternoon. It’s an attractive perk across the board. With one shift each day, staff have the flexibility to pick up kids from school, schedule appointments, etc. As Donaldson points out, “We won’t

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