Einstein Bros. Bagels is betting big on breakfast.
The Colorado-based bagel chain announced plans last week to open more than 300 new bakeries across the U.S. by 2030, a major nationwide expansion aimed at capturing growing demand in the breakfast category.
The company, which describes itself as America’s largest retail bagel chain, currently operates more than 700 locations and plans to surpass 1,000 in the next four years.
“Breakfast is a key ritual in people’s day, and Einstein Bros. is built around that moment,” Jessica Serrano, chief marketing officer at Einstein Bros., told FOX Business. “That means building a brand that does more than just feed guests and genuinely fits into the rhythm of their lives.”
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The expansion will be powered by Einstein Bros.’ new “Elevate the Morning” store prototype, which is designed to help the brand scale faster while prioritizing speed, freshness and the in-store experience, according to the company.
Einstein Bros. said the new design combines upgraded finishes, a neighborhood feel and an easier layout, with the fresh-baked case positioned at the front and center.
“Americans have voted with their mornings, and the data is clear: Bagels are winning. … We’ve spent years perfecting a highly scalable store model that delivers fresh, high-quality breakfast with the convenience today’s guests expect, and now we’re accelerating that model across the country,” Jessica DePetro, CEO of Einstein Bros. Bagels, said in a statement.
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The new bakeries will offer Einstein Bros.’ full menu, including fresh-baked bagels, egg sandwiches, handcrafted coffee, cold brew and catering options.
Einstein Bros. said the push comes as the U.S. bagel category reaches $5.8 billion in annual market value and grows at roughly 5% per year.
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The chain currently bakes more than 150 million bagels annually.
The company said younger consumers are helping fuel that momentum. Among Einstein Bros. rewards members, customers under 35 drove a 22% year-over-year increase in store visits.
“As we grow into new markets, we see a tremendous opportunity to introduce that connection to a whole new set of guests, and our job is to make sure that feeling travels with us as we serve more communities for years to come,” Serrano added.
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