Eggs Up Grill Becomes Largest Breakfast Franchise in U.S.

Eggs Up Grill has surpassed 110 locations to become the largest actively franchising breakfast brand in the United States. The company, founded in 1997 in Pawleys Island, South Carolina, has quadrupled in size since CEO Ricky Richardson took the helm in 2018.

Richardson transitioned to Eggs Up Grill from his role as president and COO of TGI Fridays. During his tenure, the breakfast and lunch-focused chain has reported 21 consecutive quarters of same-store sales growth. The menu features Southern fare such as chicken-fried steak and eggs and chicken and waffles.

The brand's expansion strategy includes a loyalty program named Smile Society, redesigned kitchen layouts to improve service speed, and a financing partnership with Apple Pie Capital to facilitate franchisee expansion.

With a business model focusing solely on breakfast and lunch, operating a single shift, Eggs Up Grill has over 90 additional locations currently in development, indicating continued aggressive expansion.