Alcohol Emphasis Attracts Franchisees to Another Broken Egg

Alcohol Emphasis Attracts Franchisees to Another Broken Egg


By: Laura Michaels

Published: May 27, 2021


Florida’s Lee County, which includes cities such as Fort Myers and Cape Coral, is the strongest market for the Howell family’s Tropical Smoothie Café franchises, said Ray Howell, which is why the family decided it was the ideal spot to start developing its next brand, Another Broken Egg Cafe.


“We wanted another brand that could complement and be different and give us a challenge,” said Ray, who with his wife, Joy, and son Andrew signed a development agreement to open three locations of the full-service breakfast, brunch and lunch concept.


Through their Amazing Brandz company the family operates 17 Tropical Smoothies in West Florida with another three in the leasing stage. Ray is also a former Meineke franchisee.


Another Broken Egg, based in Orlando and with 70-plus locations, emphasizes its alcohol offerings along with a menu of Southern-inspired items. Its “bar-forward aspect” stood out to the Howells. “That’s what differentiated it from other concepts,” said Ray as he noted the bartender role is essential to the business. “It’s not an afterthought, it’s at their core.”


The Howells also expect Another Broken Egg’s hours, 7 a.m. to 2 p.m. at most restaurants, will attract employees. “It’s a one-shift operation,” said Joy. “So in talking with other servers and managers, they love that they’re going to be off work by 3 or 4 to get home to their families.”


Another Broken Egg’s beverage program isn’t an afterthought, it’s core to the brand.


Existing franchisees, meanwhile, gave glowing reviews, said Andrew, who asked them about the true food and labor costs, which were in line with the numbers provided by corporate. The brand’s average unit volume was also attractive, at $1.5 million in 2019 across the system and just over $2 million for the top quartile. “They open strong and they stay there,” said Andrew. “There doesn’t seem to be as much of a ramp up in sales.” The system rebounded quickly from the COVID-19 pandemic, noted Ray, who said the franchisees he talked with “all said sales are back up and higher than they were before.”


The initial investment cost ranges from $528,910 to $1.3 million.


Original Article:

Share this Post