Hash Kitchen offers a chef-inspired menu that puts a twist on classic breakfast and brunch items, like the Chicken Drum Pop Hash (three fried chicken drum pops, fried mozzarella cheese curds, chives, poached eggs, and Louisiana hot sauce hollandaise) and the Captain Crunch Peanut Butter & Jelly French Toast (Captain Crunch encrusted Texas toast, creamy peanut butter, strawberry jelly filling, and powdered sugar).
Although the restaurant’s menu appears complex, Maggiore says, “If you’re able to sling eggs at any restaurant, you can come sling with us.”
“I build the menus where it’s creative as possible, but yet easy enough to produce,” he says. “We can teach anyone the line. Within four or five days, you should be able to do the whole line. I can't teach speed, and I can't teach skills that you should already have coming into us. But as long as you have cutting skills and you know how to work in a fast place—because this place is 1,500 to 2,000 people a day.—as long as you're used to those ticket volumes, we can teach you.”
Breakfast concepts were hit hard early into the pandemic as customers remained home and fell out of their morning routine, but that wasn’t the case with Hash Kitchen. When COVID arrived and Arizona implemented stay-at-home orders, Maggiore decided to close the restaurants since off-premises didn’t seem worth the effort. Once stores reopened, they saw a 15 percent increase, and the growth never stopped.
Hash Kitchen owes much of that success to rising alcohol sales during the pandemic. The channel mixes as much as 40 percent on weekends, which is about a 10 to 15 percent increase compared to pre-COVID.
Maggiore also attributes sales increases to targeted social media marketing.
“You've been stuck at home, and you're dealing with COVID and blah, blah blah,” Maggiore says. "Come here, hang out, and party with us. We're going to have fun and forget all that drama at the door with a safe space, clean and organized. People were tired of being home. If they're going to go out, they didn't want to just sit at a small little breakfast place where it's not that exciting. They want to come to places like a club. All the clubs were closed, bars were closed, so we were looked at as a party place.”