The breakfast-and-lunch-only segment has grown large enough for entrants in that rapidly expanding field to stress their points of difference. First Watch plays up the healthfulness of its menu, Snooze spotlights its bar and Huckleberry's promises "Southern cookin' with a California twist," as its positioning statement puts it. In addition to the usual a.m. staples, the concept features such Southern lunch specialties as a catfish po-boy and a Dixieland Steak Melt.

LocationSan Luis Obispo, Calif.
2022 Systemwide Sales ($000,000)$49
YOY Sales Change60.0%
2022 U.S. Units31
YOY Unit Change47.6%
Future 50 Year2023

*Technomic estimate

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