• Thu. Sep 22nd, 2022

How Another Broken Egg Aims to Deliver a Premium Breakfast Experience | Franchise News

ByStephanie M. Akbar

Jun 30, 2022

Another Broken Egg Café, like many experiential restaurant brands, has been caught off guard by the pandemic. CEO Paul Macaluso joined in late 2019, just in time for a panicked race to determine delivery of the brand’s 92 locations as crowded dining rooms emptied.

“Revamp is a good word; there was nothing there. I was at McAlister before, we launched online ordering five years ago, and I did at Krystal before that. But we had to get it off the ground,” Macaluso said. “We contacted Olo, launched this in 30 days. We were all closed so we had nothing else to work on – it was survival. We launched right away with a few third-party companies, now we have four or five.

Prior to all that work, the idea of ​​ordering a delicate Egg Benedict or a watered-down cocktail breakfast for delivery probably felt like a wild ride, but Macaluso said the team got the hang of it, and today orders out site represent 15% of sales. . That’s a dramatic increase from the small mix of catering and take-out items that accounted for 2% of sales in 2019.

Another broken egg bounced back quickly after an aggressive push to update offsite systems and processes, Macaluso noted. Last year, same-store sales were up 24% from 2019, and the strong performance has continued this year, although inflation has kept growth in the lower double digits.






CEO Paul Macaluso came to Another Broken Egg after stints at Krystal and McAlister’s Deli.


Off-premises channels, however, remain stable even as dining halls return to full capacity. Macaluso said he was still interested in the delivery customer. Even in this fragile macro environment, they are not slowing down.

“It hasn’t gone down, which is so interesting; they pay extra. They can order and pick up, but the majority order delivery. It was a bit of a surprise; it has not increased dramatically but has not decreased either,” he said.

He credits Another Broke Egg with helping Another Broke Egg deliver the premium off-site experience its customers have come to expect: technology, quality packaging, and smarter operations.

The Right Tech Stack

Updating the tech stack in the restaurant was critical to off-premises success. The brand switched its point-of-sale system to Revel, and Macaluso highlighted the need for an open API to plug in all the modern tools needed to keep onsite and offsite operations running seamlessly.

Getting digital orders into the kitchen was just one aspect, but given how busy dining rooms are, he said it was important to see exactly what was happening in restaurants. He also moved the brand to the Wisely customer intelligence and engagement platform, which is now part of Olo.

“It also includes the number of online orders that come into the cafe. Some of our cafes achieve 20% of off-premises sales. We now have a more holistic view of all things that hit the kitchen. It took us two years to sort this all out,” Macaluso said, noting that the last restaurant was updated in April.

Improve operations

This brand’s new technology stack enables better operations, especially connecting with customers. “We can see this person has come in four times in the last year, one through DoorDash and three in-person visits,” Macaluso said. “But then that’s how do you operationalize it?”

The team is just starting to do some of this, but it can already see, via a Wisely poll, if anyone has had a bad experience. The staff can give them a little treat and thank them for giving the restaurant another chance. If a customer still gets the special of the week, staff can highlight current limited-time offers or tease some of the new upcoming LTOs to entice another visit.

On the delivery side, Macaluso said maintaining a premium level of service meant keeping a close eye on platform capacity. He said some marketplaces were disabled on various third-party platforms that either had issues or couldn’t guarantee a certain level of service.

“There are a few key metrics: delivery times, how long it takes to show up. The other is the acceptance rate. Sometimes they reject an order because they don’t have enough drivers Macaluso said.

Monitoring platform performance is especially important because customers don’t always understand who is doing what. If an order is rejected, the customer tends to blame the restaurant, so they have an upset customer on top of the wasted food and packaging.







Another broken egg cocktail

Another Broken Egg has created a range of cocktail bags as an attractive addition to delivery customers.


Experience extends to packaging

Macaluso said the company has invested in high-quality food and beverage packaging, which not only helps food quality but also better communicates brand quality.

“You have to have really good packaging; we are a premium brand, so we can invest in packaging. We have many Benedicts. If you put a poached egg on something, it will continue to cook. By the time it reaches you, it’s fully cooked,” Macaluso said. “We have our eggs in a separate container; it’s in the same box but it’s in a secondary container.

Likewise, the company packs all pancake, waffle, and French toast toppings in a separate container so nothing melts and customers can assemble it themselves.

As for drinks, he said 49% of locations can deliver alcohol and demand for boozier brunches has drawn in customers. Fountain cups or basic packaging wouldn’t carry the premium branding, so the company purchased what Macaluso calls “adult Capri-Sun” pouches for beverage delivery. More than 10% of offsite orders include at least one alcoholic beverage, a nice margin boost, and the punctuation washed down with a premium breakfast delivery experience.

A version of this story originally appeared in Food on demanda sister publication of Franchise Times.


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