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Eggs up grill wilmington nc11/8/2023 ![]() ![]() Developed with a team of consulting chefs, the newer menu items offer familiar ingredients in unique ways. In fact, the chain continues to introduce new menu items that are on-brand yet keep the concept fresh in the eyes of the customer. While Eggs Up Grill sees its approachability as a strength, that doesn’t mean eating there has to be boring. The approachability of the menu helps with that.” “If you look inside one of our restaurants, you’ll see a lot of families, a lot of workers, business meetings going on,” says Richardson. With so many familiar options, Eggs Up Grill draws a broad customer base. Typical menu items include buttermilk pancakes, Belgian waffles, eggs benedict and veggie omelets. While many of its breakfast competitors are inspired by the foodie culture, with offerings like mushroom frittatas and lobster omelets, Eggs Up Grill focuses on a “straightforward, all-American menu that’s very approachable,” says Richardson. The chain’s menu strategy matches this small-market approach. In these places, says Richardson, Eggs Up’s main competitors aren’t chains, but local mom-and-pop restaurants. Recent openings, for instance, include restaurants in Ocala, Fla. Instead of targeting large cities, the chain focuses on secondary and tertiary markets, as well as the suburbs of metropolitan areas. The chain’s new store design features bright colors and a comfortable environment. Despite this competition, Eggs Up Grill has a chance to thrive thanks to its menu and market strategy, says Richardson. More people go out for breakfast and more chains have sprung up to serve them. Another is the growth of the breakfast segment. This emotional connection was just one factor that brought Richardson on board. What are the real success drivers? When you make guests feel special and they have that positive emotional reaction. “As a longtime restaurateur, you have to have really good food, that’s just the ticket to get in. ![]() ![]() “What really attracted me to Eggs Up Grill was when I had the opportunity to start visiting franchisees,” he says. These strengths, says Richardson, include the connection guests have to the restaurant - something he saw firsthand when considering this position. As the chain grows, the leadership team can use this document to see if potential franchise partners are a good fit and to evaluate whether strategic moves fit in with the brand’s strengths. The document records key points of the concept’s history and culture. One of the first things the new leadership team did was work with people involved in the chain for years to put together a document outlining what makes the chain special. That’s not to say Eggs Up Grill’s new leadership has tossed out everything that came before. The result: Since the sale, Eggs Up Grill has added more than a dozen new stores and should close out 2019 with roughly 40 restaurants. ![]() The firm also bolstered its operations and marketing teams and improved its franchise support infrastructure. Shortly after the purchase, WJ Partners brought in new leadership, headed by CEO Ricky Richardson, a TGI Friday’s veteran. That’s clearly the case with Eggs Up Grill.īased in Spartanburg, S.C., this full-service breakfast and lunch chain grew from 1 to 24 locations between its founding in 1997 and March 2018, when founder Chris Skodras sold the company to private investment firm WJ Partners. Sometimes a shock to the system is just what a chain needs to spur growth. ![]()
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