Headed into 2020, The NPD Group released a “Future of Morning” study that provided some weight to what many restaurateurs were reporting from the trenches. Last year, Americans consumed nearly 102 billion breakfasts, with another 50 billion morning snack occasions.
As McDonald’s CEO Chris Kempczinski referenced in January, breakfast was the only industry daypart growing traffic.
This was an even more pronounced reality in what full-service brands tend to label “polished casual breakfast”—a category that separates from fast-casual and quick-service competitors through a robust bar and brunch program, and the ability to serve experiences so many millennials and younger consumers crave.
And Another Broken Egg Cafe was right in the thick of it. The 1996-founded chain placed 14 openings on the calendar for 2020, which continued multi-year momentum. Another Broken Egg started to truly scale in 2008 before it hit the brakes. Then, the Beekman Group acquired the company in 2017 and debuted a fresh growth model the following July.
Within a year, Another Broken Egg recruited nine franchisees to roll out 31 locations, or a roughly 40 percent increase. And by the time 2020 arrived, there were 68 cafes nationwide.