“We take our beverage innovation just as seriously as we take our food innovation,” says Snooze chief marketing officer Andrew Jaffe. “I get a lot of fulfillment growing and building highly disruptive brands at the forefront of the beverage industry.” The chain’s mission goes beyond perking up breakfast fare, however. What attract Jaffe to Snooze? “I enjoy working with small, mission-driven concepts,” he notes. Jaffe came aboard in fall 2017 from the consumer packaged goods world, including several years at Pepsi before shifting to the natural foods industry. This year Snooze has expanded into Atlanta and Kansas City.ĬEO David Birzon joined Snooze in 2012 to spearhead the growth. The concept began to spread in Colorado and added locations in Arizona, California, North Carolina and Texas. Jon and Adam Schlegel, two breakfast-loving brothers, sought to bring fresh creativity and innovation to the meal, as well as a splash of beverage alcohol. The first Snooze opened in Denver in 2006. on a Saturday when they’re at their busiest. It also has to ensure that the locations will be able to crank out the new offerings at 10 a.m. The chain will choose a few restaurants to test new items to see if they’re popular with guests. Jaffe says that there isn’t a lot of variation in the Snooze menus for different locations, “but we do have some when it comes to price by region.” “As we update food menu, which typically happens four times a year, we’re also looking at some of those other complementary cock- tails that make sense from a seasonal perspective.” The Bella! Bella! Benny take on Eggs Benedict is thin slices of prosciutto, Taleggio cheese, and poached cage-free eggs on toasted ciabatta, topped with cream cheese hollandaise, balsamic glaze and arugula.Ī cross-functional innovation team drives the food and beverage agenda at Snooze, Jaffe says. The signature pancake flight ($11 to $12) consists of Pineapple Upside Down, Blueberry Danish and Sweet Potato pancakes, or guests can choose any three pancake flavors. The OMG! French Toast ($11 to $12) stuffs fresh brioche with mascarpone and is topped with vanilla crème, caramel, fresh strawberries and toasted coconut. The Bella! Bella! Benny ($12 to $14), for instance, is thin slices of prosciutto, Taleggio cheese and poached cage-free eggs on toasted ciabatta, topped with cream cheese hollandaise, balsamic glaze and arugula. The emphasis is on elevated classics and comfort food. Craveable and creative fareįood menu categories include Plant Power, Benedicts, Viva La French Toast, Pancake Utopia, Classics From The Hen, Nirvana In A Tortilla, Breakfast Riffs and Sammies. Recent holiday cocktails include the Cosmopolitan Mimosa, with vodka, orange liqueur, cranberry juice, Snooze Sparkling wine and a lime wheel. The company creates special beverages for different holidays. Snooze also offers a few coffee drinks and beer cocktails, plus seasonal and local craft beers. The menu includes seven Mimosa options, made with Snooze Sparkling-a private-label wine imported from Italy and kegged at Free Flow Wines in Sonoma, CA-and six different Bloody Mary riffs. “We are heavily rooted in that Bloody Mary-Mimosa space, which tend to always be the top-two selling categories for us,” Jaffe says. Spins on the classic brunch drinks include the Mmm Mmm Mimosa, with sparkling wine, orange juice and Pama pomegranate liqueur, and the Boss Hog Bloody Mary, with bacon-infused Breckenridge bourbon and Snooze’s house Bloody Mary mix. A recent holiday cocktail was the Cosmopolitan Mimosa, with vodka, orange liqueur, cranberry juice and Snooze Sparkling wine.
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