CHG expands Toast All Day concept with Smyrna, Georgia opening

Deidre White to open first franchise location of Toast All Day

Sam Mustafa, founder and chief executive of Charleston Hospitality Group, is expanding his Toast All Day restaurant brand with an upcoming franchise opening in the Greater Atlanta area. Franchise owner Deidre White will bring the Southern restaurant concept to Smyrna, Ga.’s business district.

Executives at CHG are eyeing Southeast markets and the East Coast for franchise expansion of Toast All Day. Mustafa hatched these plans in October 2020 at the height of the pandemic. The concept was named best breakfast by the New York Times and Top 25 Best of the Best Brunch Spots by Tripadvisor.


Its popularity and recognition has fueled an opportunity to package the concept as a “ready-to-purchase franchise formula,” noted the company.

CHG’s restaurant concepts, including Eli’s Table, Queology, Honky Tonk Saloon, five Toast All Day locations, JohnKing Grill & Dueling Piano Bar, and a full-service catering company, have helped serve the Charleston Community and built a restaurant company on solid footing.

The Smyrna Toast All Day restaurant on Cobb Parkway will open this fall.


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