Snooze, an A.M. Eatery

“The best compliment we can get is when people are surprised to find out we’re a chain,” says David Birzon, CEO of Snooze.

“We’re growing as quickly and as responsibly as possible,” Birzon says. The brand, known for chef-driven riffs on classic breakfast items—along with a full bar—is expected to have 31 units by the end of 2018, with a new store opening every month of 2019, he says. Most units are 4,000 square feet, but Snooze recently opened a Denver location that’s less than half that. “We work in all types of real estate,” he says. 

If there have been any headaches for the brand, they’ve revolved around its popularity. “Every restaurant is on a wait every day,” Birzon says. In California, Snooze is testing a program that allows customers to put their name on a waitlist from home. This fall, the chain will test tablet-based ordering and pay. 

Snooze offers catering but is not “aggressively pursuing” delivery, he says. “We’re still trying to get that business model figured out. … Breakfast does not travel well.”

Any revenue the chain might be losing in off-premise, it appears to make up in beverage sales. About 10% to 12% of diners order alcohol, Birzon says. And about a quarter of an average check comes from beverage.