Snooze, an A.M. Eatery is wrapping up a record–breaking year of expansion and looking ahead to continued growth and innovation in 2024. Following the addition of 10 new locations in 2023, the brand will close out this year with 67 units, with six more on the horizon in 2024.

Expansion highlights:

  • In 2023, Snooze added restaurants in Houston, Lubbock and Plano, Texas; Alpharetta, Buford and Atlanta, Georgia; Arvada, Colorado; Nashville, Tennessee; Chapel Hill, North Carolina; and Huntington Beach, California.
  • 2024 openings are slated for Stafford, Kyle and Cedar Park, Texas; Dunwoody, Georgia; Las Vegas, Nevada; and Orlando, Florida. Snooze will tackle two remodels to existing locations in 2024, including an overhaul of its flagship store in Denver’s Ballpark neighborhood.

Here’s how Snooze continues to set trends in the breakfast landscape:

  • Beyond Brunch – Embracing the Weekday Dining Revolution: With various market trends contributing to weakened consumer spending and traffic in the restaurant sector, Snooze is focusing on weekday breakfast. The brand rolled out its “Weekday Eats” program in January 2024, offering a menu of breakfast staples with smaller portions and prices to match. This new menu is designed to appeal to guests looking for more manageable dining experiences on weekday mornings and showcasing Snooze’s versatility beyond boozy weekend brunch. And, starting in February, for the first time in brand history, Snooze will allow guests to book reservations for breakfast Monday-Friday, allowing them to have a day-making breakfast experience that fits with their busy schedules.
  • Inspired Menu Innovation: In 2023, Snooze upped the ante on menu innovation — and on the industry standard for fresh, high-quality ingredients. Spring 2023 saw the introduction of the Habanero Pork Belly Breakfast Fried Rice, surpassing long-time favorites to claim the number one spot in its category, “Breakfast Riffs.” Featuring responsibly sourced habanero pork belly, the dish blends globally inspired flavor with trending sweet heat and unique texture. The dish doubled sales expectations, bridging Snooze’s menu into the brunch and lunch space.
  • N/A Beverages Get a Fresh Focus: In spring 2023, Snooze added a new mocktail category to its beverage menu with the introduction of its Blood Orange Punch, Strawberry Lavender Lemonade and its best-seller, Blackberry Mint Limeade, featuring fresh blackberries, blackberry and mint simple and sparkling water. Combined, these refreshing non-alcoholic sippers appeal to a diverse audience and the category has grown to 3.5% of total beverage revenue.
  • Stacking Up Community Engagement: Giving back is central to Snooze’s business model. In 2024, Snooze’s Pancake of the Week program will get an overhaul for good. Starting in January 2024, 25 cents from every Pancake of the Week ordered will be donated to one of Snooze’s charitable partners, which will rotate throughout the year. Pancake of the Week flavors are developed by Snoozers and rotate weekly, including fanciful creations such as Puppy Chow Pancakes, Chocolate & Cherry Pancakes, Strawberry Coconut Pancakes and more. In 2023, Snooze sold 199,000 Pancakes of the Week.
  • Sustainability in Good Taste: Snooze’s long-running, direct relationships with its ingredient suppliers set it apart in the breakfast sector. It will continue to spotlight its Snooze-Approved partners in 2024, including Polidori Sausage; Tender Belly Bacon; King Arthur Company Flour; The Real Dill Bloody Mary Mix; La Bolsa Guatemalan Coffee and real maple syrup from Vermont family farm, Slopeside Syrup. Snooze-Approved suppliers must take a responsible stance on important global issues such as fair labor standards, ethical animal treatment, business integrity, climate change and toxins. Snooze-Approved food standards include cage-free eggs, antibiotic- and hormone-free meats, rBST-free dairy and cheese, no added nitrates or nitrites and no artificial food coloring.
  • Catering Takes Off: With the pandemic era in the rearview, Snooze launched its new catering program in 2023, making brunch meetings and breakfast parties everywhere that much tastier. Packages include Taco Bar & Burritos and Flight of the Pancakes, plus customizable a la carte breakfast bars for every gathering. Catering grew by 313% in 2023.

Here’s a taste of Snooze’s impact in 2023:

Community Do Gooding

  • NROs That Give Back: Snooze raised $85,000 for local, in-market nonprofits through new restaurant opening community days. Non-profits supported in 2023 include North Texas Food Bank, Storehouse of Collin County, Ronald McDonald House of Houston, Periwinkle Foundation, Ronald McDonald House of the Southwest, South Plains Food Bank, Atlanta Humane Society, Ronald McDonald House of Atlanta, Helping Mamas, Pebble Tossers, Home of Hope, Helping Mamas, Room in the Inn, Backfield in Motion, Best Buddies North Carolina, Porch, Family Tree, Denver Urban Gardens (DUG), The Ecology Center and the Orangewood Foundation.
  • Local Giving: Snooze donated $200,000 in-kind to local non-profits, and Snooze restaurant anniversaries raised a combined $70,000 for local non-profits.
  • National Philanthropic Partnerships: Snooze donated $105,000 to World Central Kitchen, $35,768 to The Trevor Project and $25,000 to the Young Farmers Coalition. Snooze also directed more than $75,000 to community giving outside of these national partner campaigns.
  • Snooze Team Members Volunteerism: Every Snoozer receives eight hours of paid volunteer time to give back to their communities. In 2023, Snoozers spent a collective 575-plus hours volunteering.
  • Compass Foundation Grants: The Snooze Compass Foundation is a 501(c)(3) that is run and funded by Snoozers, for Snoozers. The Foundation provides grants to help Snoozers in situations of financial need and support for Snoozers to explore their passions and creativity. In 2023, $175,640 was granted to 200-plus Snoozers in need.

Environment and Planet

  • Waste Diversion: Snooze diverted more than 2,000 tons of waste from landfills in 2023, composting 1,300 tons of compost and recycling 1,009 tons.
  • Tree Planting: Snooze planted 5,000 trees in 2023, reaching 19,350 trees planted to date since it began its 1 Tree 1 Snoozer Earth Day initiative in 2017.
  • Carbon Offset: As part of its efforts to offset carbon emissions from takeout, Snooze offset 1,533 metric tons of Co2 in 2023, equivalent to four million miles not driven, by partnering with a Regenerative Grasslands Project in southeastern Colorado.
Chain Restaurants, Industry News, NextGen Casual, Snooze an A.M. Eatery