With new CEO, Another Broken Egg ready for 300 cafes

Breakfast-and-brunch chain accelerates new store growth

Another Broken Egg Cafe franchising is hitting the accelerator on new store development. The chain of breakfast-and-brunch cafes works primarily with multi-unit, franchise partners. Over the winter and spring, Another Broken Egg Cafe will open seven new restaurants. Its development group has plans for 300 cafes by 2025. Recently, Another Broken Egg announced “in-filling” in existing markets, including Alabama, Florida, Georgia, Indiana, Mississippi, North Carolina, Ohio, Tennessee, and Texas.

Inventive brunch dishes, including the Shrimp ‘N Grits, Smoked Salmon Benedict and Crab Cakes & Fried Green Tomatoes, have been winners. Another Broken Egg also prepares traditional breakfast favorites like Buttermilk Pancakes, French Toast and its Banana Foster Pancakes.

According to Franchise Times, Paul Macaluso is the new permanent head of Another Broken Egg. The new president and CEO previously held the same role at The Krystal Company. He also served as president of MacAlister’s Deli and SVP, Brand Marketing Strategy, of well-known franchisor, Focus Brands.

Macaluso was lured away from Krystal by the Beekman Group, parent of Another Broken Egg Cafe, noted the report. With a strong marketing, branding and strategic background, he’ll serve Another Broken Egg well. Macaluso’s work with quick-service restaurants dates back nearly two decades.

[Related article: Macaluso talks Krystal Iconic Series remodel]

Also, Another Broken Egg cafes are only open until 2 p.m. and have sales volumes of $1.5M, according to 2018 data noted in Franchise Times. And in a recent company release, the chain noted it had opened restaurants in 2019 in three new states, including Arizona, Kansas, and Pennsylvania.


Strategizing growth of new, lucrative markets; expanding base

Furthermore, Orlando, Fla.-based Another Broken has turned its attention to markets like Chicago, Detroit, Las Vegas, Minneapolis, and the Washington, D.C. suburbs. The company also noted those markets generate a high demand for breakfast but the daypart business is under-penetrated.

The Auburn, Alabama cafe is one of the first to open with the “New South” interior design. Photo by Another Broken Egg Cafe.
The Auburn, Alabama cafe is one of the first to open with the “New South” interior design. Photo by Another Broken Egg Cafe.

At the end of the November, Another Broken Egg opened a new corporate-owned cafe in Destin Commons in Destin, Fla. Considered an attractive retail location, Destin Commons is close to Sandestin and Miramar Beach. “Florida has proven to be a great market for our brand and we’re excited to watch this location bring our one-of-a-kind dishes to a new city,” said Macaluso.

As Another Broken Egg franchising hits full momentum, the chain also expects corporate store growth. Moreover, it will develop for the first time in Columbia, S.C., which is a new market for the brand. The breakfast-and-brunch cafe chain also plans to expand corporate locations in Jacksonville and Orlando in 2020.


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