ZEGGZ Amazing Eggs recently closed its Glenview Point Shopping Center location, but that doesn’t mean the brunch concept is going anywhere. Rather, it is refocusing its target audience.
ZEGGZ’s marketing representative, Craig Stevenson, said the demographic around the location, which was at 2400 Lime Kiln Lane, skewed older than what the fast-casual hoped to capture. In closing the store, the catering side of the business was moved to the Middletown location, which Stevenson said is flourishing.
“That location is just a rock star,” he said, citing simply that it is located in a highly populated area.
The Lime Kiln Lane spot originally was a full-service restaurant and was changed to fast casual, which ultimately meant the 6,500-square-foot space simply wasn’t necessary. A nearby Mexican restaurant, Mi Tierra, will move in.
“It was a monster,” Stevenson said of the location. “It was just huge.”
Look for a ZEGGZ restaurant later this year to be smaller and located centrally where, Stevenson said, delivery service to a large audience will be possible.
The precise location hasn’t yet been found, but expect a menu that is pared down from the original menu, focusing on basic breakfast items like ZEGGZ’s top sellers — bacon, eggs, build-your-own omelets, burritos, benedicts and the like.
Alcoholic beverages will continue to be served, however.
In a press release announcing the closure of the Lime Kiln Lane restaurant, ZEGGZ owner and CEO Ashton Lockhart said the new approach will be like “Qdoba for brunch,” meaning a smaller footprint with an open-kitchen concept like many fast-casual restaurants.
“There is no fast-casual rule book,” Lockhart said in the release. “The model is still so new that we are really learning and evolving with it.”
One new aspect of the business is a mobile app called ZASH. Beginning Sunday, April 14, with brunch, patrons will be asked to use the app to order alcoholic beverages directly from their table. Drinks will be brought out to them. Food service is still fast-casual-style.
The launch of the app also will see a first-ever event for ZEGGZ in the form of Sunday Funday with the Girls, a drag brunch featuring guest host Nicole Valentino.
As the app evolves, it also will be used for ordering food. For those who don’t mind waiting in line, they’ll still be able to order at the counter point-of-sale, but for those who do mind, they can take a seat, order and their food will be brought to them.
Stevenson called the app “like a kiosk in your pocket.”
ZASH also will be integrated into delivery service, which currently operates through Postmates.
Ultimately, paring down the size of the restaurant’s footprint and streamlining the menu will make ZEGGZ less like competitors like Wild Eggs and Highland Morning and more focused on convenience and fast service, but with high-quality food. The plan is for future locations to have a steady weekday audience, much like the current operation enjoys primarily on weekends.
“Nobody’s spending an hour on breakfast with their kids on a Wednesday,” Stevenson said.